In order to maximise the PR opportunities from the renovations, we decided to split the strategy into three key parts, all of which needed to be delivered by January 2017. We planned to carry out activity before, during, and after the launch event.
First, we aligned ourselves with money.co.uk’s internal PR team to make sure we mirrored and delivered their core messages consistently. The main focus was to ensure we communicated that the renovations were carried out to empower employees and offer an amazing environment to work in.
After thorough research and planning, we split our seeding for the campaign outreach into different niches, including interior design, architecture, and viral sites.
We then looked to set up exclusive interviews with the design team behind the castle, which included celebrity designer Laurence Llewelyn-Bowen. This was done all prior to the launch event, which was held mainly for local journalists and stakeholders of the money.co.uk HQ.
Once the event had taken place on the launch day, we outreached to national, international, regional, and B2B sites with the story behind the castle and the reasons for the renovations.
In order to provide the journalists with something to link back to onsite, money.co.uk created a central hub which provided users with information about the castle. This included a video tour, a Q+A with the design team, and staff .