Potters Holidays World Indoor Bowls - media relations
"The brief to Pippa Lain and her team was to increase the awareness of Potters hosting and sponsorship of the World Indoor Bowls Championships outside of the core bowls club audience. This was achieved over the years with many local stories gaining prominence in the regional papers, as well as on radio and television. I have been delighted at the results achieved and the ease in which they are able to translate briefs and snippets of information into tangible, interesting and most importantly published stories."
Marc Jones – Strategic Marketing & Business Development Director, Potters Leisure Resort
client
Potters Leisure Resort is a five star holiday park on the Norfolk/Suffolk border; known for its outstanding leisure facilities, world class entertainment and stunning hotel accommodation.
challenge
The World Indoor Bowls Championship is one of the most high-profile events in international bowls. It has been hosted and sponsored by Potters for more than 13 years and is an important highlight on the Potters calendar. Over a three year period (2008 - 2011), our challenge was to maximise sales of day tickets and generate enquiries, leading to the sale of short breaks during the period of the competition.
approach
In the lead up to the annual January event, our core aim was to ensure that the Potters Holidays World Indoor Bowls got great coverage in the regional media which is read by Potters customers, recognising that Potters has a clearly defined geographical target area. The prestigious nature of the event was always something that we reinforced, as well as emphasising that Potters is a holiday destination unlike any other.
Because PSPR developed great relationships with some of the top international bowls players, as well as working in close partnership with the sport's governing body, World Bowls Tour, we secured access to news and features angles that journalists were keen to cover. We also worked closely with Potters to ensure that the company's commitment to the sport was always given high prominence.
results
By focusing on the stories, people and personalities behind the competition, we took the Potters Holidays World Indoor Bowls from the sports pages to the news and features sections, helping to generate awareness and maximise ticket sales.
How are your Brand Vitals©?
Our Brand Vitals© process will help you identify what makes your organisation unique; we then capitalise on that uniqueness to make you more successful.
PR Fortune Cookie
Don't tell me you're funny; make me laugh
