Our Case Studies
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iPR persuaded DJ Simon Bates to take his flagship Smooth Radio Breakfast Show to South Australia for a week, broadcasting live from a different destination each day. The fully integrated campaign included partners Travelbag and Peter Lehman Wines, and involved national newspaper editorial, social media and data capture.
Smooth Radio said: “We have been really impressed how radio aware the team at iPR is…Jovanka especially has been a delight to work alongside. She naturally knows what will sound good on-air, contributes to the creative aspects we are looking for and is always there to adapt and react to any suggestions we put forward. Simon and I have found the whole process both illuminating and enjoyable, and we’re getting some great comments from the listeners.” (Seb Sears, Producer, Smooth Radio)
One of iPR’s Account Directors works in-house at the Hungarian tourist board as PR Manager responsible for the country’s entire UK press office function.
The client’s verdict: “We have had some excellent press coverage over the last year in major national titles and on TV & radio which has really helped increase the tourism numbers from the UK to Hungary. The UK is a major market for us, so it’s crucial that Hungary gets its share of voice within the UK media to keep it top of mind for travellers looking for a unique holiday destination.” (Ildiko Mezo, director, Hungary Tourism, UK)
We don’t ‘just’ do PR but are happy to seek out and form successful partnerships to reach the right demographics for our clients. A fully integrated campaign for Qantas Holidays with trade partner Tourism Victoria involved both a competition and reader offer with Harrods, promoted via in-store till signage, plasma screen ads, on the Harrods.com homepage as well as within the Harrods magazine to their affluent customer base.
Results included a 30% increase year on year in the sale of Qantas Holidays’ Victoria product and a notable increase in self-drive itineraries, one of the promotion’s key themes.
Anthony Horowitiz at AUDI Hamilton Race Week
With a brief to convey the luxury messaging for qualia and Hamilton Island we created a bespoke pitch for the Daily Telegraph’s Ultra Travel magazine targeted for their exclusive readership.
The travel editor was so delighted with the suggested feature angle and editorial content that he commissioned globetrotting novelist and screenwriter, Anthony Horowitz to write the article. Printed under the headline ‘Australia’s Ascot on the water’, the article was four full pages in length, uninterrupted by adverts.
The client said: “Well done team, it’s a really powerful article and talks exactly to our core demographic for qualia and Hamilton Island. We couldn’t be happier nor more thankful for all your efforts in securing Ultra Travel and Anthony.” (Sophie Baker, Senior Communications Manager, Hamilton Island).
The Telegraph said: “Anthony has been tweeting prolifically and thanking the Telegraph for sending him to a place he clearly construes as heaven! All the credit, clearly, is yours…” (Andrew Purvis, Managing Editor, Ultra Travel magazine)
In the limelight with famous faces
At iPR we’re no strangers to working with well known faces…Sian Lloyd, Clive Owen, Ian Botham, Charlie Brooker, Simon Bates and Janet Street Porter to name a few.
The lure of the deep proved too much for father and son, Ian and Liam Botham when iPR dangled the invitation to fish some of the best waters in Australia. The resulting deep sea fishing itinerary took in Hamilton Island, Kangaroo Island and South Australia’s Coffin Bay on the Eyre Peninsula, described as a fisherman’s paradise. Legendary cricketer, Ian, produced a three page feature for the Mail on Sunday.
Meanwhile we tempted Charlie Brooker and his wife, former Blue Peter presenter Konnie Huq, to South Australia to try some aquatic adventures off the Eyre Peninsula and on Kangaroo Island. The resulting coverage provided South Australia with a cover story in The Guardian magazine.
Best job in the world campaign
We worked with Hamilton Island on the original ‘Best Job in the World’, maximising PR opportunities for our client and working closely with the BBC director to create a one hour documentary on the campaign which was broadcast at peak viewing time on BBC1.
As a result, Hamilton Island enjoyed the highest number of visitors in six years, including a 19% increase from the UK and Ireland.
The resounding global success of the campaign led Tourism Australia to create its own 2013 model, this time offering six dream jobs. In order to make South Australia’s Wildlife Caretaker role stand out from the other jobs we invited Metro to sample the job first hand. The resulting double page spread and on-line coverage showcased Kangaroo Island. In the end the South Australian job proved the most popular UK option, receiving the largest number of entries.
Maximising Media Exposure
Wherever possible we’ll try to share the love around. When we convinced Mark Skipworth (executive editor, Daily Telegraph) that it was time he made his first tip to Australia we ensured that his itinerary totally suited his interests, customising the pitch so as to involve all three of our Australian clients.
SATC Social Campaigns
The South Australian Tourism Commission selected us as their social media agency to provide an all encompassing, full service Facebook marketing strategy. The brief included developing a new Facebook Page, competition, advertising and marketing plan.
As this was the client’s first step into social media, we meticulously planned the overall strategy for the Facebook project. Incorporating Spike the echidna, South Australia’s new ambassador on Facebook, a new engaging and interactive page was developed to give users relevant and useful resources whilst being both fun and informative.
The next stage featured the development of a Facebook competition app which cleverly included video and sharing functionality, opening up the opportunity for the more viral aspect of social networks. A supporting advertising campaign utilising social and page ads alongside sponsored stories drove highly relevant traffic cost effectively to the Page. Email marketing and blog posting techniques were also included in the strategy.
The overall campaign yielded results far surpassing the client’s original targets and expectations. Keeping to a limited budget, in less than two months the overall number of Page views reached over 30,000, with the number of likes exceeding 5,000 (delivering 250% over target). The advertising and sponsored stories campaign generated over 15,000 clicks and in excess of 32million impressions.
Prince Hall Hotel
Through carefully targeted pitching a good eight to nine months before Steven Spielberg’s movie version of War Horse was released in UK cinemas, we secured features in titles including The Times, Daily Express and Cornwall Today.
The articles, the result of hosted media visits at the Prince Hall Hotel, celebrated the stunning Dartmoor landscapes admired by Spielberg and the book’s author, Michael Morpurgo, and included Prince Hall as THE place to stay at the heart of the moor.