Unless you have been hiding under a rock, you will no doubt have seen the photos of Boris Johnson mounting a horse to launch the London leg of the Global Champions Tour. The photo appeared in the Evening Standard, Daily Telegraph and The Times, plus an array of onlines with Metro, Guardian, Daily Express, MSN and BBC Online to name a few. The launch also featured on BBC London TV (twice) and LBC.

Global Champions Tour (GCT), a new Synergy client, is coming to the capital for the first time thanks to Peter Phillips. Taking place adjacent to the Olympic Park in early June, the horse-jumping event aims to bring back the atmosphere and festive spirit we saw at Greenwich last summer.

Synergy’s role was to launch the event. We had the event venue confirmed at the Olympic Park (but not yet built) and support from the Mayor’s office, which meant around 10 minutes with Boris.

Ah ha, you may say, but surely getting Boris is guaranteed coverage? Not on a day when he already had two photo calls and around ten the previous week – he’s no stranger to the publicity trail. However, the GCT team at Synergy had a firm strategy in place to ensure that the launch event would guarantee coverage.

1.       It’s all in the timing

You can never guarantee a news-free day, or always ensure your event isn’t clashing with another big launch, but you can be smart with the timing. We chose a Tuesday post Bank Holiday, with PR offices shut down over the weekend, events and launches would be few and far between. Being a month out from our event and conversation turning towards the Olympic Park re-opening in the summer also gave us a fighting chance.

2.       Location, location, location

Let me tell you, dear reader, getting access to what is essentially a building site is not easy. But we knew that being on the site where the event will take place and having the Olympic Stadium as the backdrop was key to putting our story and London into context. So, after some serious Health & Safety documentation, we secured our ideal location for the shoot.

3.       Having a Plan B

Never put all your eggs in one basket. Probably the best PR advice out there. Alongside Boris (and, of course, the horse), we ensured we had a variety of spokespeople at hand to support the launch and provide sound bites, including Peter Phillips himself and Team GB Olympic Gold medal winner Nick Skelton. Pre-arranged interviews ensured guaranteed coverage was lined-up before the event itself.

4.       Doing what PR’s do best – jumping on an opportunity (or a horse)

Finally, a PR’s best tools are common sense, fearlessness and the power of persuasion, all of which came to play at our photo call. With a firm plan in place, we knew we’d have a successful launch: however, not ones to rest on our laurels, the team jumped on every opportunity on the day. Boris didn’t end up on the horse by accident: the team worked hard to orchestrate the moment we knew would be photo gold. Being bold and spotting the right opportunity for our request (the cycle helmet acted as our prop of choice), we managed to get Boris on the horse less than a minute before he was whisked away by ‘his people’.

Disclaimer: No horses were harmed in the making of this photo. Same can’t be said for Boris.

By Jennifer Mitton on May 8th, 2013

Tags: Default, Media, PR, Public relations

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What happened?

At the end of the 2010/11 season Sheffield United were relegated to the third tier of English football, joining their local rivals Sheffield Wednesday in League One.  Both clubs found themselves without shirt sponsors, with local companies airing concerns over sponsoring just one team for fear of being accused of favouring one over the other.

With no deal on the table, Wednesday went ahead and printed its 2011/12 season shirts, sponsor free, holding on to the hope that a company would come on board late in the day. Fans were even told they could bring their shirts back to the club shop to have the sponsor logo added once a deal had been agreed.

However, with no deal on the table,  the two clubs joined forces and took the unusual approach of looking to recruit a joint sponsor. Two local companies stepped up to the mark, a local car dealership and a health insurance firm, who combined to offer a reported six figure sum for the 2011/12 season.

The agreement sees Volkswagon dealership Gilders appearing on the front of Wednesday’s shirt when they are at home and United’s when they are away. Westfield Health will appear on United’s home shirts and Wednesday’s away shirts.

Why we like it

Other than Rangers and Celtic who both carry Tennent’s sponsorship on their shirts in Scotland, this deal is the first of its kind between rival teams in an English league.

Of course, some fans will always be against the move.  Who wants to have anything in common with their local rival?  However, the overall response has been positive.  Before the deal was announced, both clubs had uncertain futures, with rumours of a merger and even closure abounding.  When those are the alternatives, a joint sponsorship deal becomes much easier to stomach, even for the most diehard of fans.

While both clubs deserve credit for coming up with a savvy financial solution (Sheffield is a city used to having to pick itself up and this deal demonstrates the determination not to lose any more of the city’s icons), the sponsors also come out of the deal rather well.

Local derbies always create hightened emotions for football fans, so bringing together two teams through the sponsorship could have resulted in backlash from the fans. However, Gilders and Westfield Heath are two local companies who know the city and its people and they were confident that the fans would back the partnership for the sake of their team. The announcement was made in a considered manner and the quotes focused on preserving two iconic Sheffield brands and football culture in the city.

This approach resulted in blanket coverage across the sports pages of the UK press, propelling two local brands into the national arena. Coverage was positive and gave both companies a voice with the MD of Gilders quick to note that the deal had “brought together four such quality and iconic Sheffield brands”.

As an ex-Sheffield resident, I’ll be following the future of both clubs closely. It will be interesting to see whether the deal will still remain in place even if the Blades win promotion.  In the current financial climate, it feels a fitting approach to a sport that is often (rightly) accused of being frivolous with money. And if it saves two teams steeped in football history and with a huge following, surely it’s a no-brainer.

By Jennifer Mitton on September 1st, 2011

Tags: Advertising, Brand marketing, Communications, community, Default, FA Cup, Football Sponsorship, Sponsorship, Sport, Synergy, Synergy Loves, Synopsis

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Last month saw the pinnacle of club football descend on London for a week in May as the UEFA Champions League Final came into town. Ending with the dream final between Manchester United and Barcelona  on 28th May, the week kicked off with the UEFA Champions Festival, a free 8-day festival beginning on Saturday 21st. UEFA also staged the Women’s Champions League Final at Craven Cottage on 26th May, a battle between French side Lyon and Germany’s Potsdam.

Synergy was brought on board by UEFA to promote the UEFA Women’s Champions League Final and UEFA Champions Festival, which for the footie-loving team in the office, was a bit of a treat.

Our approach combined a mix of PR stunt-led ideas with a hard working press office, both underpinned by a running theme throughout of creating Champions League moments.

We packed quite a bit of activity into the 4 week campaign, below are some of our highlights.

UEFA Women’s Champions League Final comes to Craven Cottage

Synergy announced the sale of the UEFA Women’s Final tickets via a PR stunt that tapped into Fulham’s FC’s most popular asset – the Michael Jackson statue. For one day only, the statue’s white glove was replaced with a pink one to mark the sale of the Women’s Final tickets.

Female Football Freestyler hits London

In the run up to the Women’s Final, Synergy drummed up interest amongst Londoners by touring female football freestyler Charlotte Lade around the capital. Charlotte wowed crowds at London Bridge Underground station, Canary Wharf and commuters on London Bridge (see below image).

The UEFA Champions Festival opening

Synergy invited the media to attend the official opening of the Festival on Saturday 21^st, with Gary Lineker and Graeme Le Saux cutting the red ribbon in front of hundreds of fans and the world’s media.

Breaking a World Record

To maintain momentum around the Festival opening, Synergy orchestrated a World Record attempt on the first weekday of the Festival. Giving football fans the chance to get up-close and personal to the Champions League trophy, UEFA broke the record for the most trophy lifts in one hour, with 417 festival-goers beating the record of 250 lifts.

That’s not all…

We didn’t just stop at the above stunts, other activity included…

Giant UEFA Champions League footballs in Trafalgar Square.

Taking UEFA Champions Festival ambassador Graeme Le Saux to key media outlets to talk about the Festival and Women’s Final, including Sky Sports (see below).

A hardworking press office team also ensured the Festival and Women’s Final made the listings sections of the media and placed numerous interviews with our ambassadors who included England women’s coach Hope Powell.

A perfect ending to the week?  Well that would be the UEFA team at Synergy going to the UEFA Champions League Final at Wembley….

By Jennifer Mitton on June 17th, 2011

Tags: Consultancy, Default, Public relations, Sponsorship, Sport, Synergy, UEFA Champions League, Viral Marketing

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It’s been a bit quiet on the PR front over the last few weeks, our daily paper reading session was lacking the using scattering of brilliant brand PR. Last week, however, saw a storm of PR stories rage through the pages of the national newspapers. Chosing our favourites was tricky,  but as always, there can only be a few who make the select cut…

HMS Flake 99 – the floating ice cream van

Unsurprisingly, floating objects and the Thames tend to frequent PR brain storms, but it’s not very often you see a brand pull off the amphibious vehicle stunt. This week Cadbury ice cream maker Fredericks celebrated National Ice Cream Week by launching HMS Flake 99, the world’s first floating ice cream van. Bingo.

In its simplest form, the team took an old van, made it river worthy and got some snaps of it cruising down the river by iconic landmarks. However, the PR team behind this stunt made sure HMS Flake 999 wasn’t just a one trick pony, showing the devil is in the detail:

-          Link to a calendar hook – check

-          Comedian captain – check

-          ‘We are sailing’ cruising music – check

-          A UK wide waterways tour planned – check

Britain’s NEXT top model

The annual Next search for a model competition normally flies under our radar, not because team Synergy wouldn’t have a shot (good looking bunch that we are), but the competition isn’t exactly groundbreaking. This year, however the power of social media has helped to create a storm online, helping the competition make the pages of our national press. The reason for said storm? Unassuming computing science graduate Roland Bunce. 24 year old Roland is currently leading the competition in the N0.1 position despite not being what you would call ‘classic model material.’ He’s also divided public opinion. In one camp, the great British public have got behind Roland in their droves, unsurprisingly he already has a Facebook page decided to helping him win the competition. Whilst in the other camp, angry parents on the Next Facebook page rant that their little darling isn’t being given a fair chance *stomps shoes.*

The coverage will do the competition no harm, in fact the public vote only whittles hopefuls down to the last 250. So despite protests from some consumers, Roland being in the No.1 spot is not indicative of the final result. If you fancy keeping Roland in the No.1 spot (for the time being) you can vote here.

Bootylicious

Our final story nods towards the nation’s current fascination with Pippa Middleton’s bottom (me included). London boutique gym GYMBOX have reacted quickly to the column inches P-Middy’s booty has been receiving and has launched the Yummy Bummy workout, a series of classes that will help you get the bottom you desire. Gym goers can select a class dependent on the bottom they are hoping to achieve: perfect Pippa Middleton, bootylicious Beyonce, curvy Kim Kardashian, or queen of the sparkly gold hotpants, Kylie Minogue.

Simple, smart PR and a great way for GYMBOX to stand out from the likes or Virgin and Fitness First, who normally steal the headlines. I’ll be first in queue, most probably wearing the Reebok EasyTones that promised me Kelly Brooks’s derrière. Oh.

By Jennifer Mitton on June 9th, 2011

Tags: PR, Public relations, Synergy Papers

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With the RBS 6 Nations coming to an end mid-March, you might expect the team at Synergy to put their feet-up, have a cup of tea and relax. But you would be wrong, dear blog reader. The Championship may be over, but the RBS team has had a busy few weeks as activity steps-up a gear for the 2011 RBS RugbyForce programme.

Now in its third year, RBS RugbyForce is a nationwide community volunteer programme which helps local rugby clubs to improve their facilities. It is an opportunity for clubs to gather members, supporters, friends and family for a weekend of fun-filled DIY. Registered clubs are provided with online guidance and tools to help them co-ordinate a community-wide effort to give their club a make-over. This year the RBS RugbyForce Weekend will take place over 11th/12th June – or, as we like to call it in the office, ‘proper British summer time.’

RBS RugbyForce 2011 was launched back in late 2010 in England, Scotland and Wales with the support of a few rugby friends. Ex-England international Phil Vickery kicked off proceedings with the England launch in November at Bingham RFC in Nottinghamshire. See Phil in action at the launch below:

Shane Williams launched the Wales RBS RugbyForce programme at Cardigan RFC in late November, an event which saw the entire community head down to the club to meet their hero, due partly to an earlier interview we placed on BBC Wales – a true testament to the power of PR.

Braving the snow and chilly conditions in December, the Scotland launch was held by Allan Jacobsen and Chris Paterson at North Berwick RFC. Taking the weather conditions in their stride the players still managed to hold a special training session for the youth teams and even find time to build a snowman.

But the team didn’t stop at the launch events alone. Throughout the RBS 6 Nations the Synergy press office team went into overdrive ensuring every opportunity was seized, whether it be sponsored columns, ticket competitions or contracted union player appearances.

Our aim was to ensure that every club across the UK knew they had until 25th March to register. In a nutshell, unless you’ve been on another planet over the last two months, you would be hard pushed not to have come across one of the 340 articles on RBS RugbyForce that we have generated. For those who may not have flicked to the back pages of the newspapers (tsk), below are a few highlights:

As a result of all the hard work, RBS RugbyForce 2011 received 398 registrations in total and we will be announcing the winners shortly. In addition to the three main winners, each country has secondary clubs who will receive a smaller support package and the first 100 clubs who registered will be awarded with DIY vouchers and t-shirts for volunteers to wear during the RBS RugbyForce Weekend.

However, our work doesn’t end here. In the run up to the final Weekend the team at Synergy will be looking to drum up support for the clubs taking part in the regional press and encourage the community to rally together and head down to their local club on 11th and 12th June.

If you want to register your club, it’s not too late. Log on to www.rbs.co.uk/rugbyforce where you can find out if your local club is taking part. Keep your eyes peeled in June for coverage around all three launch events and more importantly get down to your local club, pitch in and show your support.

By Jennifer Mitton on April 8th, 2011

Tags: Charity, Communications, community, Experiential marketing, grass roots sport, Media, Public relations, RBS 6 Nations, Rugby, Sponsorship, Sport, Synopsis

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We’ve got a spring in our step at Synergy Towers this week, the sight of sunshine and a hint of warm air has got us all excited. Don’t say it too loud now, but is summer on its way? The Daily Star certainly thinks so, running the first bikini clad pictures of the year on Thursday. ‘Brave babes strip off as the sun arrives,’ announced the Star as Weymouth beach goers flashed their finest pale British skin. If the Daily Star says the warmer days have arrived then who are we to argue.

A new photography exhibition unveils the Athena ‘tennis girl’

Our favourite PR story from this week takes us back to the summers of the 90’s, remember the Athena tennis girl? Of course you do. The girl who sent teenage hearts a flutter with the cheeky tennis shot was unveiled for the first time in 30 years. Now aged 52, Mrs Walker was an 18 year old student when her then boyfriend took the iconic image. Her identity was unveiled as part of a smart PR move from a seemingly small photography exhibition in Birmingham. No big budget was involved, in fact Mrs Walker didn’t even ask for a fee, yet the story spread like wildfire across the news pages of the nationals. A timely move by the PR team at Birmingham’s Barber Institute of Fine Arts, the first sign of good weather and they bring out an iconic image that celebrates the British summer and takes us back to our teenage days.

Alton Towers – a tribute to Houdini

Our second story also taps into the arrival of the British Spring / Summer. Now in its 31^st year, Alton Towers could be forgiven for sending out a fairly bog standard message to announce the park’s summer opening hours. However, this year it chose to take a tired and unsurprising announcement and add some magic. How? The park’s PR team tapped into the birthday of Harry Houdini, the magician renowned for his sensational escape acts. A simple picture story stunt saw an escape artist hanging from the park’s rollercoaster’s, creating a strong image for the national news pages. This story wasn’t simply a one trick pony, the team also exploited this unusual way to announce a park opening across the travel and going out pages of the media.

OMG! The Oxford English Dictionary

We always look forward to the Oxford English Dictionary’s annual news story on the new words that have made the latest edition. The selection of new words and phrases not only highlights current trends in celebrity and culture, but also acts as a barometer for social change. This year the dictionary saw the edition of a symbol for the first time ever. Thanks to the rise of social media usage, the Oxford English Dictionary decided that as one of the most popular characters used across Twitter and Facebook the ♥ symbol deserved recognition. You can read the full list of new words, phrases here: http://www.telegraph.co.uk/culture/culturenews/8400964/Heart-symbol-enters-Oxford-English-Dictionary.html

And so we conclude our round-up of our favourite stories, let the weekend begin. We may not be donning our bikinis and Speedo’s alla Weymouth this weekend, but try and stop us getting the flip flops and BBQ out.

By Jennifer Mitton on March 25th, 2011

Tags: Communications, Facebook, Media, PR, Synergy Papers, Twitter

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Every morning the Synergy PR team huddles in the corner of the office to talk through the good, bad and sometimes ugly PR stories that grace the pages of our national newspapers.

As a generous group of marketing professionals, we decided to start sharing our favourite stories with you every Friday. We’ll pick our favourite stories from the week and tell you why they have made the cut.

We’d welcome your feedback too. Do you agree with our picks? Do you think we have missed a story? Drop us a comment below and let us know.

So kicking off the inaugural Synergy PR round-up, below are this week’s picks…

Comic Relief – ‘Girl on Wire’:

Now in its 26th year, the Comic Relief PR machine is still delivering exciting stories. This week saw blanket coverage for Comic Relief’s ‘Girl on Wire’ stunt, which saw Blue Peter’s Helen Skelton walk a high-wire between the chimneys of Battersea Power Station. The petite blonde was the perfect choice to hoist above the towers (a task most grown men would baulk at) and the location provided a dramatic backdrop. Take these elements mixed with a great cause and lo, you have the perfect PR picture stunt.

Disney Dream Portraits:

This week Disney released its second instalment of Annie Leibovitz‘s Disney Dream Portraits, a series of celebrities posing as some of the best loved Disney characters. Ok, I admit it; I’m a huge Disney fan. It takes very little for this brand to impress me. However Disney have taken a simple idea and executed it to an extremely high standard and it has paid off.

Only Annie Leibovitz could capture the ‘magic’ of Disney whilst adding a modern look and feel, so they signed her up. Similarly the ‘models’ posing in the photos are genuine A list celebrities who have been perfectly chosen to play out the characters. Penelope Cruz as Belle from Beauty and the Beast, Julianne Moore as Ariel from The Little Mermaid and only Queen Latifah could feature Ursula the Sea Witch, also from The Little Mermaid.

So, the next time you are visiting Synergy Towers, why not pop in a little earlier and join our 9.15am paper meeting! The above examples are a mere snippet of the stories we discuss day in and day out. If that’s not enough of a lure, we promise to make you a cup of coffee and we will even let you get first pick of the papers – and if you’re super keen and land here before 9am, you can even sample ENGINE‘s free breakfast…

By Jennifer Mitton on March 4th, 2011

Tags: Charity, Communications, London 2012, London 2012 sponsorship, Olympic sponsorship, Olympics, PR, Public relations, Sport, Team GB

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