Tag Archives: specialist

Let’s be Frank about Austravel’s PR stunt…

3 May

20140504-101410.jpg

If you walked down to Liverpool Street station this week, you were in for a PR surprise. But, you had to look carefully. If you blinked, you’d miss it (probably).

Frank PR teamed up with Austravel, a tour operator, to promote its holiday destinations by creating a hole in the ground to show consumers what they’re missing.

Unfortunately, it just didn’t have the ‘wow’ factor.

Here’s three ways it could’ve made the stunt better:

1. Take us away
Problem: The hole in the ground showed ‘real time’ footage of Bondi Beach.
Solution: The stunt would’ve been stronger if Londoners who looked into the hole were linked up to see Australians ‘show us around’ the area. We can all dream about a beach but it doesn’t necessarily mean we’re going. People engage people, so connect the dots and strengthen the stunt in both countries.

2. Tidy up Twitter
Problem: Austravel’s Twitter account wasn’t ready for the campaign. It had less than 150 followers on launch day, which hasn’t steadily increased during the stunt period.
Solution: Tease the stunt to ‘lock people in’ to the hashtag – #LondonDownUnder – and engage with stakeholders to help them promote the campaign, to encourage it to snowball to success. Social media marketing is vital but it’s brands that have to put the legwork in – not the other way round.

3. Speak up!
Problem: There was a ‘builder’ on site to manage the stunt but when I walked past on a couple of occasions nothing was said (obviously people should have lots to say when I walk past, but you get what I mean).
Solution: You can’t rely on a piece of paper with a brand’s Twitter handle to drive the campaign forward – have a conversation. This could’ve seen more people stop by to see what all the fuss was about.

So, there you have it. Austravel may have wanted a ‘soft launch’ and Frank PR may say that its client didn’t have a decent budget. I say that the brand now has an uphill struggle to contend with.

Where does it go from here? Is this campaign quickly going down under?

20140504-101343.jpg

Advertisements

PRs say they lack creativity

28 Nov

20121128-075034.jpg

This week I came across the headline ‘PR scores itself poorly for creativity’ on website PR Moment and had to read more.

The survey by the Holmes Report and training specialist NowGoCreate questioned 650 professionals from 35 countries on how creative they think the industry currently is – the answer is not very much. More than 60% believed the industry was lacking BIG ideas.

The reasons for this included: lack of budgets, clear objectives and an understanding of clients’ businesses.

There’s a correlation here. If you don’t understand your what your client wants then the budgets to deliver BIG campaigns won’t materialise.

Obviously most PRs will find these survey findings insulting. I’ve been lucky enough to work on some great campaigns (Unilever Food Solutions’ ‘Ambu-lunch’ and British Roast Dinner Week) this year and be part of a wider agency that refuses for barriers to come between great projects (Make Decent Coffee skip idea and the first-ever chocolate hotel room). If the idea is there, it’s down to PRs to be brave and pitch it in – brief or no brief.

I agree that more can be done to bring out the creativity of PRs in the workplace – and small additions to brainstorms that I blogged on last week can make this happen. Get people engaged with the brief and set challenges to work together to polish the ideas once agreed.

Let’s go through some of the other reasons PRs felt were imposing on their creativity:

Lack of time
Brainstorming and scoping ideas is an investment – for business and personal development. Get involved and learn how it works.

Difference in opinion about what ‘creativity’ really is
If you’re questioning whether you are creative, you’re probably not.

Leadership don’t view it as important
Don’t expect your business to grow with this attitude.

We’re in a rut
Make an effort to get out – show your clients why they hired you.

How creative do you rate your agency?

20121128-075025.jpg

Prime Time Blog

PR-IN-MY-EYES

belfastdad

parenting, music, food, photography, tech, fashion

Global Talents

Let's have a laugh about all the silly situations we find ourselves into on today's job market

Mashable

Prime Time: 'PR in my eyes'

A Cup of Lee

Digital Communications in Ireland

Bucket List Publications

Indulge- Travel, Adventure, & New Experiences

Juddz' shower of thoughts

My shower of thoughts will detail fresh ideas to intrigue and inspire

OMNIRAMBLES

sporadic blogging by @dfergpr

%d bloggers like this: