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Case Studies

Case Studies. Case Study 1: Mulberry Event at London Fashion Week

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Case Studies

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  1. Case Studies • Case Study 1: Mulberry Event at London Fashion Week • In September 2011, McCluskey International arranged and hosted a ‘Discover the Cook Islands’ luxury in-store consumer evening event at the Mulberry flagship store on New Bond Street during London Fashion Week. This raised awareness of the Cook Islands’ luxury product alongside one of the UK’s leading lifestyle luxury brands and targeted high-end consumers, thus influencing them to book a luxury Cook Islands holiday. • Case Study 2: Luxury Holiday to Jamaica with Vogue.com • On behalf of the Jamaica Tourist Board, McCluskey International teamed up with Vogue.com and British Airways to launch a competition offering a holiday to Jamaica. The prize included accommodation at Jamaica Inn and Round Hill Hotel, which resulted in both properties receiving substantial mentions within the copy. The competition was hosted on Vogue.com and a massive 120,000 readers entered. • Case Study 3: Beach Tomato Awards 2011 • Beach Tomato, the new editorially-led online travel • magazine, launched its Travel Awards in 2011. McCluskey International worked closely with the editorial team to promote Jamaica in several of the categories. As a result, Long Bay in Jamaica won the ‘Best Beach for the Water’ category and Jamaica won the ‘Best Island category’. 7

  2. 5. Creative Ability: Leisure Travel Market • Cook Islands Tourism brand partnership • Objective • Cook Island Tourism’s (CIT) target audience is the adventurous yet discerning traveller and the goal was to increase awareness of the islands and its activities amongst this niche demographic. • Strategy • McCluskey International engineered a brand partnership between the Cook Islands and the launch of Beach Tomato, the sister company to adventure brand Black Tomato. Beach Tomato is a new and editorially-inspired online bookings website. It is aimed at stylish travellers driven by the latest trends and new travel experiences, highlighting the best of the beach culture, where to go to and what best to wear. Our brand partnership included a Cook Islands microsite hosted on the Beach Tomato website, providing extensive editorial content on the Cook Islands including: • • Introduction to beach culture on the Cook Islands • • Comprehensive Cook Islands beach guide • • Editorial overview of the different islands • • ‘Best Beach for…’ series looking at best spots for various activities • • Photo galleries • Results • By partnering the Cook Islands with Beach Tomato’s digital UK launch campaign, the brand was exposed to a targeted audience of more than one million travellers. 23

  3. 5. Creative Ability: Leisure Travel Market Destination Representation of Hangzhou Objective McCluskey International was briefed to develop a six-month PR and trade strategy to generate awareness of Hangzhou, China and create an intriguing angle that would place it firmly on the map. Strategy As a relatively unknown destination to the UK market, McCluskey International launched Hangzhou as a must-see city and the ‘back garden of Shanghai’. Hangzhou has many benefits for UK travellers, not least it’s 180km southwest of Shanghai and is accessible by China’s recently launched bullet train, so a credible alternative to Shanghai for both business and leisure tourism. Hangzhou is credited for its natural beauty and is ranked as one of the top ten scenic cities in China. McCluskey International advised the best way to illustrate Hangzhou’s offering would be via a group press trip and group trade fam trip, to ensure journalists generated a momentum with media coverage on the destination, and key sales staff from tour operators developed their product knowledge. Other activity undertaken included a chopsticks and map mailer for basic education, sales calls with operators, a quarterly newsletter and monthly press releases. Results McCluskey International generated £427,007 worth of coverage with key publications such as The Independent, Wanderlust, Time Out and The Scotsman. MI also developed key relationships with the UK trade to ensure Hangzhou was featured in brochures. 24

  4. 5. Creative Ability: MICE Market UK Media and Sales Mission for Kimpton Hotels Objective Kimpton Hotels has an extensive range of conference and events facilities suitable for the MICE market. As a result, Kimpton Hotels briefed McCluskey International to raise awareness of its product to this niche market and therefore attract more business. Strategy McCluskey International arranged a two-week UK Sales and Media Mission during April 2011 for 10 visiting senior team members from Kimpton Hotels. The mission focused on the corporate and MICE markets with the extensive programme including more than 80 sales and training calls. As part of the mission, McCluskey International hosted four evening ‘Kimpton Wine Hour’ events in key areas surrounding London. McCluskey International also devised and hosted a creative, interactive Cookery School event for 50 VIP clients and media. These events created the opportunity for the Kimpton team to meet face-to-face with key decision makers within the MICE industry in a relaxed environment. Results Each event resulted in full attendance, with 60 – 100 people attending, depending on the size of the venue, and 100% positive feedback from the attendees. As a result of the networking opportunities created by the events, at least six pieces of MICE business have since been confirmed with the hotels. 25

  5. 5. Creative Ability: Travel Trade • Front Cover of Travel Weekly daily at World Travel Market • Objective • The Jamaica Tourist Board (JTB) tasked McCluskey International with appearing on the front cover of the official World Travel Marketdaily, Travel Weekly, in 2011 – in competition with the hundreds of other participants at the UK’s largest annual travel trade show. • Strategy • McCluskey International arranged for a photo-shoot to take place in advance of WTM with JTB staff members dressed in Jamaica-branded athletic vests, holding mock gold medals in front of a backdrop picturing world-famous Jamaican athlete Usain Bolt. • Result • With the approach of the London 2012 Olympics and the focus on sports tourism during 2012, the image was pitched into Travel Weekly as an exclusive for the front cover and appeared on the Monday morning edition. 26

  6. 5. Creative Ability: Boutique Hotels • Launch of Kimpton’s Eventi Hotel in New York Objectives • McCluskey International was tasked with raising awareness of US brand Kimpton Hotels & Restaurants in the UK market, through the launch of its new boutique hotel Eventi, the brand’s 50th property and a striking design-led hotel in the centre of New York. The brief also directed to create a buzz among the media and position Kimpton Hotels as a leader within the US boutique hotel market. Activities • McCluskey International organised and managed a three-day UK media mission to introduce top trade and consumer titles to Kimpton’s President and Chief Operation Officer. McCluskey International partnered with Continental Airlines to invite regional titles in Manchester on a group press trip to New York and targeted other key journalists who were unable to attend the mission. Results • 42 pieces of coverage in national, regional and trade publications, including NY Times, The Daily Telegraph and NOW Magazine • Leading travel journalist, Rob Ryan, wrote an online blog for the Sunday Times on Eventi’s Bar Basque restaurant which reached more than one million readers • Advertising value came to £195,513 and reached a total of 2,987,661 readers 27

  7. 5. Creative Ability: Special Events • Aim and Activity • The aim of Jamaica House was to increase awareness of the Jamaica Tourist Board’s official Olympic Hospitality House during the London 2012 Olympic Games. McCluskey International engaged with relevant media in the lead-up to the event, leveraging relationships with all media houses and platforms to ensure their presence during Jamaica House and increase visitor footfall. • Utilising the Jamaica athletes as a hook, Jamaica House was used to build Brand Jamaica, generating national and international coverage, raising consumer awareness and driving visitor bookings. • McCluskey International worked extensively with all media to ensure global coverage was achieved during the 10-day period. The media represented a cross-section of both mainstream and business-focused channels, helping position Jamaica as a contemporary and vibrant tourist destination (e.g. on MTV) but also a serious thinking country, ready to do business with the rest of the world (e.g. on BBC World). • Results • Extensive coverage for Jamaica House in every global continent, from channels including the BBC, ITN, Sky, Reuters, The Independent, The Times, The Metro and Time Out • £3,500,000 worth of coverage generated • 300 pieces of coverage generated • Over 1 billion reach (1,256,874,426) • 500 new 'Likes' for Visit Jamaica UK Facebook page, taking the total to over 7,000 • Visit Jamaica UK Facebook posts reached an average of 3,500 a week • Visit Jamaica UK Facebook page reached 58,000 users a week • Over 300 new followers on Twitter 28

  8. 5. Creative Ability: Cuisine • Taste of Spain 2011 for Valencia Tourism • Objective • To increase brand awareness and promote Valencia as a place to visit for gastronomy and sport. • Activity • McCluskey International rolled out a large-scale press campaign and worked with the Spanish Tourist Board on the Taste of Spain Festival, an annual event held on London’s prestigious Regent Street and attended by approximately 20,000 visitors each year. McCluskey International arranged for Valencia to host its own area at the Taste of Spain Festival to showcase the destination. Activity included an F1 simulator set up at the stand to allow visitors the opportunity to virtually race the Valencia Formula 1 track, and demonstrations of local cooking methods. • Results • The Valencia stand attracted huge interest on the day ,with more than 1,000 visitors lining up to try the F1 simulator. • Valencia also received a double-page destination feature in London’s leading commuter paper The Evening Standard • Brochures were distributed to all who visited the stand 29

  9. 5. Creative Ability: Cruise Market Cruise Event for Silversea Cruises Objective McCluskey International was briefed by Silversea Cruises that two of its ships – Silver Whisper and Silver Cloud – would be berthed together in Southampton, marking the first time both ships were simultaneously in the UK. Silversea requested a PR strategy to generate local and travel trade coverage to raise awareness of its latest developments and the relaunch of its trade online training programme, Silversea Academy. Strategy McCluskey International collated a PR plan, including press releases, photo captions, interviews with Silversea’s new Senior Vice President for UK, Europe and Asia Pacific and hosted top trade, local and cruise specialist media to see both Silversea ships in Southampton. McCluskey International also worked with Endeavor TV and a photographer to film the two ships sailing out of Southampton together, creating a story angle for regional media. Results McCluskey International generated regional coverage which was broadcast on BBC South’s late news bulletin and covered by Southern Daily Echo newspaper. McCluskey also generated print and online coverage with the travel trade media and cruise specialists, such as Travel Weekly, Cruise International, TTG and E-tid. 30

  10. 6. Strategic Thinking: UK Consumer Media Placements Royal Visit to Jamaica by Prince Harry McCluskey International was briefed to create a strategic public relations campaign to support Jamaica in driving consumer awareness and visitation from the UK, Irish and Northern Europe markets, ultimately creating high impact exposure for Jamaica by leveraging activity around its 50th Year of Independence celebrations in 2012. Strategy: McCluskey International led discussions with Buckingham Palace regarding a royal visit to Jamaica and secured a tour from Prince Harry as part of the Queen’s Diamond Jubilee Celebrations in 2012. McCluskey appointed its videographer, blogger and still photographer on the tour and hosted the trip, ensuring all relevant news reports and edited footage was distributed globally. The trip comprised a press corps of more than 150 media. McCluskey International arranged a photo opportunity for Prince Harry with Olympic gold medallist Usain Bolt, the results of which were streamed around the world. Results: McCluskey International generated £6,117,598 worth of print coverage in key publications such as The Daily Telegraph, Hello Magazine, OK! Magazine and Metro. Broadcast coverage featured on Sky News and BBC and was promoted via the British Monarchy’s Facebook page and the Royal Channel on YouTube. 31

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