PR Diary – Carnivals, Rhubarb, and Heirloom Mattresses – Oh My!
- PR
Welcome to the summer edition of our PR Diary. Read on to find out what we’ve been up to…
Delighting guests at Xscape for Yorkshire Day with a Rhubarb-tastic Treat
To celebrate Yorkshire Day (1 August) at Xscape Yorkshire, we came up with an integrated campaign that was designed to encourage footfall to the centre, generate regional media coverage as well as support a local charity.
Our idea was to launch a unique popcorn flavour, made by gourmet popcorn-makers, Joe and Sephs, and inspired by the region’s iconic Rhubarb Triangle to for guests to try at Xscape Yorkshire on the 1st August.
Alongside free popcorn samples, bags of the specially-created, regionally inspired popcorn was also available to take home via a ‘pay-what-you-feel’ donation, with all proceeds going towards local charity, Airedale Baby & Children’s Bank.
We managed all aspects of the campaign, from liaising with the popcorn supplier, to obtaining props, sourcing promo staff and a photographer, and building a relationship with the local charity. To support the campaign, our in-house Studio team also supplied bespoke digital, social and print assets to give the campaign a complete look and feel.
We issued a press release to the local media to generate awareness of this unique sampling opportunity with a call-to-action to visit Xscape on Yorkshire Day. As a result, we achieved 12 pieces of coverage in key titles such as Wakefield Express and Yorkshire Evening post, securing a total reach of 5.3M.
We also partnered with local influencer, Becky and Boys, to visit Xscape on 1st August to promote Xscape as a great family day out whilst showcasing the Yorkshire Day activity on their social channels. Together, Becky’s Reel and Stories reached 13,651 people and generated 124 engagements.
Celebrating heritage with Harrison Spinks
Luxury bedmaker Harrison Spinks recently brought new life to a 100-year-old bed that had been cherished by three generations of a family in Shropshire. The bed’s owner, Abigail, was invited to the Leeds-based factory to witness the meticulous restoration process, seeing first-hand how the hardworking team revived her family’s heirloom.
Team Umpf issued a press release to local Yorkshire and Shropshire media, as well as key trade publications to share the unique story, highlighting the lasting quality of British-made furniture. We secured 17 pieces of coverage with a reach of over 11 million, with highlights including an interview with BBC Radio Shropshire.
Tee-ing off at Gunwharf Quays
This summer, Gunwharf Quays has welcomed a custom-built nine-hole mini golf course which takes guests on a journey through art history by showcasing work from artists including Salvador Dalí, Keith Haring, Andy Warhol and Yayoi Kusama.
The Umpf team issued press releases announcing the concept, alongside artist drawings, and the opening itself. Following the pop-up’s huge success throughout August, the team recently issued another release announcing its extension for a further three weeks!
Our press office activity was supported by the launch of an AI stunt which depicted a golf flag on top of the Spinnaker Tower alongside official Portsmouth ambassador, @terencecarvalho90. We also organised for Gunwharf Quays’ golf buggy to be wrapped in a custom Art & Putt design, with the buggy left on site as a photo opportunity.
We coordinated 6 journalist visits in conjunction with a meal at Gunwharf Quays’ new restaurant, Giggling Squid, and secured influencer visits from local influencers, @hannahfgale and @busylittlelea. Each invitee received their own goody bag on arrival which contained branded Art & Putt golf balls and a sweet treat.
So far, we have secured 53 pieces of coverage with a reach of over 21.1 million.
View this post on Instagram
All change at Southside Shopping Centre
The Umpf team have been busy this summer with comms around the regeneration of Southside Shopping Centre in London. News of the refresh – which includes upgrades to the centre’s exterior and interior, including remodelled façades and new internal lighting – secured 13 pieces of coverage with a reach of over 9.9 million. The team also coordinated an interview with Retail Week who spoke with Southside’s Centre Director, Rebecca Ruddle, around the centre’s upcoming plans.
Developments afoot in Cardiff
The team have been supporting St David’s and owner Landsec with comms around an exciting proposed development at the Cardiff shopping centre.
Located on the site of the former Debenhams store, a new city square will create an open, safe space for families and a vibrant, cultural place for residents and visitors.
August saw the planning application submitted to Cardiff City Council, and to share the news Umpf secured an exclusive with BBC Wales featuring an interview with Centre Director Helen Morgan. Coverage also featured across key Cardiff media, a total of 19 pieces reaching 47m.
The Carnival comes to White Rose
Summer saw the return of the popular Kids’ Carnival to White Rose Shopping Centre, bigger and better than its earlier half term debut.
To share news of the festivities, Umpf arranged ticket giveaway competitions with an assortment of key local media including LeedsLive, Yorkshire Evening Post, Yorkshire Tots to Teens, and Families.
The competitions and media outreach secured 20 pieces of coverage reaching more than 9m, with the Kids Carnival attendance far exceeding expected figures.