We Created National Hysteria for a Regional Brand
Dorset Cruises based in Poole, Dorset wanted to reach a national audience to tell them about its specialist gin cruises around Poole Harbour aboard the vintage vessel.
Our challenge was to pique the interest of national journalists who are more inclined to feature either nationwide or London activities and events. The second challenge was making sure we were heard in an already gin-saturated market.
The Sunny Bird PR team liaised with key journalists providing them with imagery and other necessary assets to place the feature. To achieve more extensive features the Sunny Bird PR team also invited a select number of journalists down to Poole to experience the Gin Cruise for themselves.
In just one month the Sunny Bird PR team achieved 30 pieces of coverage for Dorset Cruises in major national titles such as Stylist Magazine, Metro, Evening Standard, Huffington Post, Yahoo.com, BT.com, Good Housekeeping, Prima, The Sun, Harper’s Bazaar and MSN.com. Thanks to the coverage achieved, Dorset Cruises reached an incredible 35.9 million readers. This exposure returned fantastic results for the company:
“The extensive national coverage and extra exposure of Dorset Cruises they achieved not only filled up the dates that we had planned for the year but also meant we had to put more dates on due to the demand.
"On the back of the PR we sold out for the whole year in just one month and sales went up by 567%.” – Jon Morgan, Dorset Cruises