Happy Clientversary Mr Lee's!

This month the Sunny Bird PR team is celebrating our one-year clientversary with the no nasties, Dorset-based noodle brand, Mr Lee’s Noodles.

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We first began working with Mr Lee’s Noodles back in 2017, a year after they begun trading, with the objective of raising the profile of their gluten-free noodles across the UK.

Over the past year, the Sunny Bird PR team have worked alongside Mr Lee’s on a predominantly media relations campaign, reaching out to the press to gain coverage in food slots, news stories and round-ups.

Throughout the course of the year we’ve smashed our targets, achieving 28 pieces of coverage since January, that’s an average of two features a month! Thanks to our campaign, Mr Lee’s Noodles has featured in prestigious titles such as The Grocer, Vegan Living, Veggie, Woman magazine and The Metro, with pots of their tasty noodles landing on the hands and desks of some of the most well-respected journalists in the country.

To secure these opportunities we’ve taken a number of different approaches to cut through the noise and get make journalists aware of the brand.

One key element of this has been making sure that journalists are aware of the noodles for key calendar hooks such as Veganuary, World Vegan Month and Coeliac Awareness Day.  

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We’ve been busy showing off the nutritional value of Mr Lee’s in comparison to other well-known noodle brands (we won’t name names!), offering Mr Lee’s as an alternative option for an ‘al-desko’ lunch and highlighting Mr Lee’s as a leader in the Free-From Foods market. All to great success!

But Mr Lee’s isn’t just about the fantastic noodles. We recognised that Damien Lee, founder and creator of the brand has an extremely compelling story himself; he created the recipes following being diagnosed with cancer and self-prescribing himself a no nasties, raw diet. With a story like this, we knew that there would be an appetite in the press for Damien himself. We created an engaging profile and pitched it to press, resulting in coverage in respected trade and business publications such as Management Today, Entrepreneur and Investor and Start Ups.

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Thanks to a 12-month PR strategy, drip feeding Mr Lee’s to journalists throughout the year, a touch of creativity and, of course, a fantastic product, we’ve achieved consistently brilliant results and fantastic coverage for our favourite noodle brand every month. This year, our PR campaign has reached over two million people and achieved a total of 28 pieces of coverage and thanks to our campaign, Mr Lee’s Noodles has featured in prestigious titles such as The Grocer, Vegan Living, Veggie, Woman magazine and The Metro, with pots of their tasty noodles landing on the hands and desks of some of the most well-respected journalists in the country. We cannot wait to continue this brilliant partnership into 2019 and beyond!

Happy Clientversary: Ramsay Health Care UK

This month the Sunny Bird PR team is celebrating our three-year clientversary, and most successful year to date, with private healthcare provider Ramsay Health Care UK.

The healthcare provider first began working with SBPR back in 2015 with the primary objective of positioning Ramsay as a trusted voice of authority in the field while securing backlinks directing readers to the website; increasing Ramsay’s SEO and ultimately boosting sales and patient numbers.

The SBPR team have used creative campaigns to ensure we smash our KPIs year-on-year and achieve national coverage on a monthly basis. This year we have seen a 90% increase in our coverage from the year previous including exclusive features in the likes of the Daily Mail and The Daily Telegraph as well as interviews on Sky News Radio.

To achieve maximum coverage every year, SBPR devise a detailed 12-month strategy which includes a mixture of long-form features, surveys and expert advice to ensure we have something to talk to journalists about over the coming 12 months.

We kicked off this year by tapping into the media’s ‘New Year, New Me’ ethos to promote Ramsay’s weight-loss procedures on a national level. With the media saturated in weight-loss stories, we knew we needed some hard-hitting statistics and relatable case studies to be heard above the noise.

To do this, we surveyed 2000 women who had experienced difficulties with weight loss and discovered that 75% of them were ashamed or embarrassed by their weight gain. The shocking figure was just the hook we needed to take the story to the media. We pitched the feature to national radio stations along with a leading weight loss surgeon from Ramsay, and a case study who had undergone weight loss surgery with Ramsay. Both were available for radio interviews and happy to comment on procedures, statistics in the survey, as well as their own personal experiences to produce some informative and relatable pieces for radio.


 Dr Halstead and case study Plaxy on the air

Dr Halstead and case study Plaxy on the air

The campaign was a phenomenal success with a total of 14 radio interviews including Sky News Radio, talkRadio and regional stations in key hospital areas. Overall, we reached almost 4 million listeners spreading news of Ramsay weight loss procedures across the country.

Our second targeted media outreach of the year was Bowel Cancer Awareness Month in April. For this, the team utilised assets made in previous years including an eye-catching graphic, which ran with the headline ‘What Does your Stool Say About You?’, highlighted the often-overlooked symptoms of Bowel Cancer.

Our bowel cancer awareness campaign reached over 2.8 million people with 12 pieces of coverage including The Daily Telegraph, Express Online and Yahoo!

This summer, SBPR took on a new challenge away from the national limelight in the form of Ramsay’s regional PR. We were asked to support with the launch of its nationwide Speaking Up for Safety Initiative. Ramsay are the first hospital group in the UK to launch the initiative which encourages and empowers staff to challenge anyone, including senior colleagues, who may be putting patients at risk with their behaviour.

SBPR had just one week to secure as much coverage as possible across the country in advance of the initiative going live in each of Ramsay’s 38 hospitals. Over the course of just one week, the team created targeted media lists of the publications in each of the hospital’s regions, and through intensive calls to regional journalists the team achieved 22 pieces of coverage from Yorkshire to Wiltshire.

 Assets created for journalists

Assets created for journalists

Our final campaign of the year focused on sports injuries and the importance of warming up to avoid serious injury - a campaign designed to feature in women’s magazines and more specialist sporting titles.

To deliver this campaign we gathered several assets including shocking survey statistics. The carefully-conducted survey asked 2000 people how they injured themselves while playing sport, as well as their recovery time, age and gender. The survey produced newsworthy results such as 70% of people over 55 have been to A&E with sports related injuries and that sports injuries account for more than 13.5 working days lost per person.

These results were presented to journalists along with heartfelt case studies from women who experienced serious sports injuries impacting their lives who then went on to receive corrective surgery from Ramsay allowing them to return to their sport. Simple warm-up exercises with instructions and corresponding photography were also provided along with expert comment from a Ramsay consultant on the importance of warming up.

This gave the team an array of material and assets to pitch to journalists depending on which were most suitable for their audience and publication. Consequently, we achieved numerous feature length pieces, and backlinks, in key titles such as Top Santé, Runner’s Radar, My Weekly, Trail Running and many more.

Thanks to the team’s carefully planned PR Strategy and great media contacts within the national health press, we managed to secure a huge 64 pieces of coverage for Ramsay Health Care UK over the past twelve months. That coverage has reached over 23 MILLION people, and if the equivalent space was bought in advertising would have cost over £640,000!

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Happy Clientversary: The Green House Hotel

The Sunny Bird PR team are celebrating their one-year clientversary with the Green House Hotel in Bournemouth.

The luxury, eco-boutique hotel came to us just over a year ago asking for PR support, not only promote the hotel within key national consumer, trade and regional media but also to promote the hotel within the much-coveted wedding media titles.

With these two goals in mind the team created a comprehensive 12-month timing strategy designed to achieve the Green House Hotel’s PR objectives.

Using a mixture of campaigns and features supporting and championing the hotel’s eco ethos, the SBPR team secured coverage in key titles such as Vogue, Women’s Health Magazine, Foodism Magazine, Escapsim Magazine, Prima Magazine, Hotel F&B magazine and many more. Campaigns created by the SBPR team included features such as ‘Eco Getaways’, ‘The Last Straw’, ‘Sustainable Travel’ and ‘Sustainable Restaurants’.

The SBPR team complimented the eco-features with a series of press trips to the hotel resulting in reviews of the hotel in key targets including Country Living Magazine, Coast Magazine, Luxuria Lifestyle, House Beautiful and Jewish News.

Accompanying the eco-features and reviews, the SBPR team achieved further coverage for awards won, a Q&A with the head chef, recipes and hotel and travel round ups.

Aside from ‘traditional’ PR, the SBPR team also supported the Green House Hotel with their eco-garden makeover. The PR campaign started with the SBPR team interviewing the garden designer and achieving coverage on the project as it was in progress and generating excitement around Bournemouth’s first eco-hotel garden. As the project neared completion, the SBPR team organised attendance for the big reveal event focussing on local media, influencers and businesses. The event was a huge success achieving regional coverage reaching over 145,000 people.

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To achieve the hotel’s second goal of achieving coverage in the wedding media, the team needed to come up with a creative campaign to cut through the noise in a very crowded market. With that in mind, the SBPR team assessed the unique offerings of a wedding at The Green House and it was their green credentials that set them apart when it came to wedding venues.

SBPR worked with a Bournemouth-based organisation called Count On Me who count carbon with the aim of reducing companies’ carbon footprint. Using their formulas and spreadsheets the team could then accurately work out the carbon footprint of a wedding at The Green House Hotel.

To make our campaign topical, the team also calculated the carbon footprint of the Kate & Wills’ wedding and to give the campaign a human interest angle, we used three real-life case studies; one couple who had a luxurious wedding in Ibiza, another couple who had a more modest wedding in Dorset and our third couple who got married at The Green House Hotel. The carbon footprint was worked out for each of the case studies which gave a fair mix of comparisons for The Green House to be held up against. As our final asset we researched the most popular wedding destinations and calculated like for like carbon comparisons for each.

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To pitch this story out we researched each wedding title as well as journalists in mainstream publications that had featured weddings and contacted them with an individually tailored pitch suited to each of their titles or style of writing.

Our hard work paid off and we achieved an incredible 27 pieces of coverage in wedding titles reaching over 300,000 people of The Green House Hotel’s target audience.

Thanks to a carefully thought out PR strategy, thorough campaign research, meticulous attention to detail and of course a beautiful hotel, the SBPR team helped the Green House Hotel spread its messages far and wide. A total of 109 pieces of coverage were achieved by the SBPR team over the 12 months reaching over 4 million people!

The whole SBPR team have thoroughly enjoyed working with the team at the hotel and are very much looking forward to the next 12 months – we already have several exciting campaigns up our sleeves so watch this space!