Pub Conversations

To raise awareness of a branded pub chain, and communicate its lighthearted, irreverent brand position, a press release was written announcing the results of research into the top ten pub conversation topics.

The research comprised a number of conversations with bar staff – the news element was in the way the ‘findings’ were communicated.

Coverage achieved included the London Evening Standard, The Daily Mail, The Daily Express and The Sun, plus a selection of regional daily newspapers.

The cost was limited to time spent talking to bar staff and composing the release, and the cash cost of distribution.

New Social Demographic

To enhance the corporate reputation of a FTSE100 PLC, by highlighting its value-generative forward-looking strategies, a press release was written detailing the rise of a new social group – the MINTs.

MINTs (middle income, no ties) were well-off, mid twenties or early thirties and single – and obviously spent all their time and money in a new type of bar/club that this PLC had just begun to open around the country.

Again, cost was limited to time spent creating the release and the cash cost of distribution – coverage was achieved across a broad range of national and regional newspapers.

Ice Cold Beer

To reinforce the message that a certain beer was served cold – not warm as many people believed – with a key target audience (young, style-conscious males), a series of competitions were run in men’s style magazines.

The key to their success was ensuring the copy was read – by crafting it in such a way that it was brief, message-heavy and compelling. The prize was also a draw, of course – the chance to spend a week riding a snowmobile on the Vatnajokull glacier in Iceland.

By the time the prizes were distributed, a volcano had erupted under the glacier and it had melted. You couldn’t make it up.

Good Things Come to Those Who Wait

To reinforce the message that a certain beer takes time to pour and settle, and that this is a desirable thing – again with a key target audience of young, style-conscious males – advertorials were written for a range of men’s style magazines.

While the obvious attention-grabber was a model’s picture, the copy had to seize the reader’s attention and deliver the message quickly and without giving the reader a chance to lose interest.

A sort of written mugging, if you like.

DIY Communications

Brewed in 51 countries and marketed in more than 150, it was important that a certain beer’s communications efforts were all aligned and carried out in a similar way.

As it was too time-consuming to visit each country, the brand needed a manual that would describe what communications was and – on a basic level – how to communicate.

The manual would have to be written in a carefully crafted manner however, in order that it could be understood and acted on by people speaking different languages and operating in different cultures – and it would have to be brief, to ensure that the target audience didn’t feel that they were being lectured to or become bored.

Binge Drinking

The pub industry has come under increasing pressure from government to clean up its act with regard to the problems of binge drinking and alcohol abuse.

Most pub and alcohol companies now have polices and position statements on ‘Alcohol and Social Responsibility’ which outline what they will and will not do to counteract the rise of irresponsible drinking behaviour.

The majority of these statements and policies are written very carefully to ensure that no promises are made, or guarantees given, that materially affect the specific company’s ability to sell or promote alcohol and thereby damage revenues and profits.

Healthy Growth

An announcement of a large company’s intention to double its estate of health clubs achieved positive coverage in over 50 national and regional newspapers.

This announcement was written in such a way that the impression was given of massive investment and rapid growth activity, while there were, in fact, very few real promises and next to no guarantees.

The release was, in effect, so well written that even when the company failed to achieve its self-imposed targets, there was little or no negative feedback.

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