Case Study SKV Communications

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Case Study SKV Communications

• Geraldine VeseyDirector
• SKV Communications

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Taking a fresh look By SKV Communications
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• About SKV Communications
• National PR agency with offices in Manchester,
  Liverpool and London
• 16 full-time staff
• Three directors with 50 years media experience
• Est. 1998, now one of the top 5 independents in
  NW by staff numbers and income
• Award-winning 38 industry awards, Presidents
  Grand Prix, CIPR Pride Awards 2006/2007

• SKV Services
• Strategic communications advice
• Media relations strategy and campaign delivery
• Creative editorial stunts, photo-calls, TV news
  events
• Event management press conferences, launches,
  stakeholder events
• Art direction of photography
• Newsletters design and copywriting
• Digital communications e-bulletins, blogs,
  podcasts, social media management
• Branding and design creative design of logos
  and full range of applications
• Advocacy and lobbying

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• Previous experience of destination and tourism PR
• Spinningfields SKV has worked with Allied
  London since 2005 on a consumer account to market
  the place as a destination including the
  relocations of Manchesters Christmas ice-rink
  to Spinningfields in December 08.
• Urbis SKV launched the this landmark to a
  tourist market with a brief to reaffirm
  Manchesters place on the international cultural
  map.
• Marketing Manchester SKV worked with Marketing
  Manchester for four years to drive the promotion
  of the City.
• Best of the North West (NWDA) SKV were brought
  in to maximise PR around the research and filming
  of a TV series fronted by Loyd Grossman to
  uncover tourism gems in the region.
• Magna Science Adventure Centre - SKV launched
  the award winning science centre in 2001.
• Golden Square Shopping Centre (Warrington) SKV
  handled the pre-launch PR promoting the new
  offering and increasing footfall in the original
  centre.

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• Lancashire and Blackpool Tourist Board Visit
  Blackpool
• Invitation for a written submission
• Six month period of retained PR
• Two week period to respond
• Responses A4 document no more than 10pp and
  brief to be interpreted in a creative way

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• Background supplied to agency
• Aims and Objectives including
• raise awareness, create a new buzz and
  begin to change perceptions.
• Target audiences
• Key Activities
• PR To Date
• Monitoring

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Our thinking...
Travel Writers News Agenda Old Media New
Media
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Why SKV?

• Fresh new outlook
• Strong relationships with key media
• Media experts in finding the right angle
• Creative, deliverable ideas
• Results driven

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The task aheadThe delicate balance
OLD
NEW
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Buzz Ideas
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Chris Hoy to cycle the Golden Mile
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The year of the British Holiday
Feature Idea
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Blackpool Flavoured Crisps Original British
Holiday Flavour
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Taking Blackpool to London
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Reinventing the Rock
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Viral campaign to bring Strictly Come Dancing
final back to Blackpool

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Viral Idea Jaime La Tour
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Channels of communication
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Useful links
See Blackpool differently - we do.
How to get to Blackpool Train times to
Blackpool Official Blackpool Tourism
site Blackpool FC Events calendar
Latest Blackpool news
Tara to give the Wurlitzer a whirl !
March 5th, 2009 Blackpool Blogger
Upload your best shots to our online gallery here
ooohh... ahhhh... The World Fireworks
Championships is coming to Blackpool Take our
survey to find the UKs favourite firework More
details
Missed the 08 illuminations?
Glamorous TV celebrity, IT girl and classically
trained pianist has accepted a challenge to
perform at Blackpool Tower . Read more...
Is the Big One the worlds best roller coaster?
Vote Now
Read more...
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Social Media
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What the media says about Blackpool

• I have written about Blackpool but only about
  the cheap and cheerful side of things, thats
  what
• my editors ask for. There is more to be said, but
  Im not sure what yet. They need to something a
  bit
• quirky, not to alienate the family audience, but
  to get people talking about the place again. Lee
• Karen Stow. freelance travel journalist for
  Express, Bella, Country Living, Coast, In Britain
• My own experiences of the place are, at best,
  mixed seem to remember a punch up on the prom
• when I was 16 and a more recent night in a
  fleapit hotel. Eco-victories, stat based stories
  that will
• please the news eds, and the credit crunch are
  all angles that Blackpool could use to its
  advantage
• right now though. Dan Evans. features editor at
  the News of the World
• Ive tried a few times to write about Blackpool
  but can never get a strong enough angle.
  Blackpool
• seems to be happy with getting included in
  location round-ups of summer destinations, but
  lacks the
• ambition to get a stand alone feature. David
  Atkinson. freelance travel writer for the
  Telegraph,
• Daily Mail, Observer, Guardian, Express,
  Independent etc.

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Analysis
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Results, Evaluation and ROI

• The campaign will be evaluated in a number of
  ways
• Quantitative
• Number of cuttings and Equivalent Advertising
  Cost (EAC)
• Readership
• Number and strength of media contacts
• Increasing hits to website Visit Blackpool
• Qualitative
• Strength of messages including blogs, forums etc
• Evaluation of changed perceptions Ipsos Mori
  Omnibus Survey

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• Timescales
• Please see the below planning document as an
  example for how the campaign could work.

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Thank you for listening..