Extreme sports brand Flexifoil needed a PR agency to promote the company and establish its place in the retail leisure market.

A creative mix of brand planning and strategic PR launched Flexifoil as a leading kitesurfing brand.

Primal PR targeted journalists with an interest in kitesurfing and supplied them with Flexifoil kit so they would ‘Fly Flexifoil’ and become Brand Ambassadors. Kite flying days were arranged and sports editors of national newspapers were taken kitesurfing in Bournemouth.

RESULT

Significant national coverage resulted in Flexifoil increasing its global market share by 15%.

Coverage

 

 

After being appointed by The Perfume Shop in January 2010, Primal got straight down to business to achieve stand out PR to drive Valentine's fragrance purchases. Valentine's Day is the second biggest date in The Perfume Shop's retail calendar so Primal made sure that it grabbed headlines and column inches to drive customers into The Perfume Shop's 179 UK stores and website to purchase fragrance for their loved ones.

A revealing survey was commissioned that indentified that men really don't know all those small but important details about their wives and girlfriends - one in 10 didn't know their girlfriend's birthday - the findings got the media talking.

Primal secured a full day of radio interviews for The Perfume Shop spokes people which generated an AVE of £14,127.00.

RESULTS

Coverage included a half page news piece on page 3 of the Daily Mail, The Sun, Telegraph Online, Grazia Online, Cosmopolitan Online, The Metro, More and 20 regional newspapers - the topic also reached TV and the airwaves with the survey sparking debate on Live From Studio Five and Chris Evans on Radio 2. In addition, a further 35 pieces of coverage, including Love It, Real People, Daily Mirror, Heat and Zoo focused shoppers on Valentine's gift purchases from The Perfume Shop by 15%.

Coverage.

Primal has worked with STABILO for two years to raise brand awareness of its handwriting and stationery products within both consumer and teaching media. It has created compelling PR campaigns that have led to coverage in the Daily Mail, Daily Express, The Times and The Telegraph Magazine, Real People, Bliss and SHE.

Primal secured a slot on BBC Breakfast TV for STABILO handwriting expert Adam Brand, who communicated the company’s key handwriting messages and a product placement of the hero product – the ‘s move easy handwriting pen.

Primal has managed three successful radio campaigns, utilising experts, internal and celebrity spokespeople to achieve coverage on major BBC regional stations and SKY News Radio.

RESULTS

Back to School 2008 campaign had a PRV of £254,000, Christmas 2008 PRV was £103,132 and Back to School 2009 PRV was £330,000.

When the news broke that Polaroid’s instant photography was making a comeback two years after the world had mourned its departure, no-one was more excited than the Primal team. Then, when Primal was picked to do all of the UK PR surrounding Polaroid’s return after a two-way pitch with its incumbent agency, the team got to work in an instant!

Working with a limited budget, Primal came up with an in-depth strategy to get the news of the comeback into the psyche of the brand’s target audience. As the audience ranges from gadget enthusiasts and photography fans to people who were around the first time Polaroid appeared and a younger generation who love the retro style, it meant there was huge scope to promote Polaroid

After a relentless campaign using pure media relations and speaking with every single journalist utilising the agency’s range media contacts, the response was extremely positive, both from the press and consumers. With hits including the BBC’s Something for the Weekend, ITV’s GMTV, The Times, The Independent on Sunday, Stylist, Vogue, Stuff, Zoo and British Journal of Photography, Primal went over and above the expectations of the client

RESULTS

From April to July 2010, coverage for Polaroid was seen by a total of 175,446,944 people and generated a PR value of over £1.4million. Coverage included three national television placements, thirteen national newspaper print placements and 35 online placements. This resulted in an incredible ROI on PR Fees of 27,829%

When renowned west end hairdresser, Michael Van Clarke, wanted to increase the profile of his business, unique cutting technique and leading training academy, he turned to media specialists, Primal.

Michael’s brief was quite specific in terms of key messages and media outlets. Given his high-end customer base he wanted Primal to focus on securing coverage in national broadsheets, business sections, hairdressing trade press and high profile glossy monthly magazines.

Primal approached Michael Van Clarke’s PR in a very targeted and strategic manner, selling in individual angles to different publications in order to maximise coverage. The more corporate angle of the salon was something that Michael was very keen to promote and Primal was successful in securing some heavy weight business features including a full page in The Daily Telegraph with a PRV of over £110,000.

RESULTS

Primal has secured coverage in national broadsheets such as The Times, The Sunday Times, The Daily Telegraph, FT and The Independent as well as mid-market papers. Significant coverage has been achieved in the Wedding press and glossy monthlies including Vogue, Tatler, Harper’s Bazaar, SHE, Elle, Red, Marie Claire and Cosmopolitan to name but a few. PRV regularly tops £500,000 per quarter.

From July 2009, Primal has been working with Land Securities to raise awareness of its UK outlet schemes and the outlet team within key trade press.

Regular and relevant coverage that Primal has secured in the trade press has resulted in direct interest from retailers and agents to the Land Securities outlet schemes, and subsequently has resulted in leases being agreed with a number of high profile brands across multiple sites.

Land Securities now has an improved media presence within industry titles and the outlet team is regularly approached for comment/opinion pieces.

RESULTS

To date in excess of £94,000 worth of coverage has been placed in publications including Retail Week, Estates Gazette, Shopping Centre, Property Week and the International Outlet Journal. Through Primal¹s work with Land Securities, a number of its outlets have also approached Primal to work on PR for individual schemes.

 

Top London hairdresser Michael Van Clarke launched a revolutionary hair care range, which was proven to help hair grow longer by keeping it healthier and stronger. He turned to Primal to support the launch and generate interest and anticipation amongst leading Beauty journalists. The aim of the launch was to specifically target national publications and the consumer luxury beauty market.

Primal organised a press launch at the Michael Van Clarke salon, feeling this was the perfect complement to the brand. Journalists were offered the opportunity to meet with Michael himself and then experience the product with a member of the Michael Van Clarke team. The salon was branded with 3 More Inches marketing material and all press received a goody bag including product, gifts and a branded press pack. 42 journalists attended the event.

Any key journalists who were unable to attend the launch event were contacted and one-to-one desk briefings/product trials were arranged. Journalists were then contacted for testimonials.

RESULTS

The successful launch period resulted in PRV of £943,199.34 plus, most significantly, a contract with SpaceNK to stock the products in its UK and US stores.

Coverage

 

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To position Elmsleigh Shopping Centre as a community hub, Primal came up with a campaign to keep the shopping centre at the heart of the Staines community and focus on issues that would appeal to the shoppers.

‘Get Staines Growing’ focused on in-centre activity to encourage shoppers to grow their own fruit and vegetables. Primal teamed up with local family-run garden centre, Vermeulens, and online garden experts, Urban Allotments to give out seeds and run children’s activities for free.

‘Get Staines Growing’ took place twice in 2009, and in 2010 the campaign was developed
into a six-week promotion called, ‘Get Schools Growing’. Six local schools took part in the promotion to win a prize of a raised bed allotment, tools, seeds and ongoing advice from gardening experts. In order to win, the schools had to campaign using the posters and leaflets designed by our sister agency BWP and any other method to achieve school votes on the specially designed microsite, the school with the most votes wins

RESULTS

The campaign captured the imagination of the community; the schools received over 13,000 votes between them by the third week! All the voting also meant that Elmsleigh collected thousands of email addresses to keep for future communication.

Primal pitched and won the campaign to relaunch The Lady Magazine in March 2009.

The success of the relaunch speaks for itself with every broadsheet and mid-market newspaper running significant features on the new look magazine. Not only was every newspaper fighting to cover the story, it was also headline news for broadcasters such at BBC Radio 4's The Today Programme and Woman’s Hour; LBC radio and BBC Breakfast.

Primal¹s promotion with the Daily Telegraph led to 23,000 copies of the new
look magazine getting into the hands of prospective readers and leading to
significant increases in subscriptions.

RESULTS

Primal and The Lady set steep KPI¹s to ensure a successful project. After just six months, these targets had all been exceeded. Including press coverage with a PRV in excess of £1.15m