Synergy Communications created and managed an international PR campaign to raise Aviva’s brand profile and promote Dee Caffari’s inspirational record-breaking story as she took on the world’s toughest ocean race – the Vendée Globe. Our work included managing the team’s press office, running a 24 hour crisis communications team and promoting Dee’s double world first record.

Following this, Aviva tasked Synergy to create a cost-effective PR-led campaign that would increase brand awareness within the UK and support the Norwich Union ‘name change’ campaign in national news and lifestyle press. Synergy drove all press activity attempt to break the world record for sailing a mono-hull around Britain and Ireland onboard her Open 60 Aviva, with an all-female crew. The existing record was held by an all-male crew.

Highlights included securing a partnership with the BBC to cover the record attempt across its News channel and Breakfast programme, sending a lifestyle journalist onboard to gain an ‘outsider’s’ view into the world of sailing, and writing daily press updates comparing Aviva’s position to the existing record.

The one month campaign generated 100 pieces of coverage, including 25 pieces in national print and broadcast press, with an impressive ROI of 93:1.

 

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