PR Diary – Celebrating Pride Month, Style-ing Swifties, and Coupling-up with Love Island

  • Influencer
  • PR

As well as getting on board with a new client, June was a big month for events at Umpf. The team was superbusy planning, travelling, and attending various activations and new openings throughout the country. Read on to find out more…  

Cardiff and Taylor Swift: a *Love Story*

In June, Taylor Swift’s spectacle The Eras Tour visited Cardiff, home of St David’s Dewi Sant shopping centre.

To raise awareness of the centre as a pre-concert destination, our *Mastermind* plan was to create a free Friendship Bracelet Lucky Dip event, tying into the trend of fans making, trading, and wearing friendship bracelets to the tour dates.

We commissioned 2,000 bracelets from an expert maker, including some special-edition Welsh translations, and promoted the event in advance via press outreach, social media, and a TikTok influencer collaboration.

On the day, guests were asked to sign up to the St David’s mailing list to receive their free bracelet.

The results were *Gorgeous*, with 22 pieces of coverage – including national coverage in Indy100 and the Daily Mirror – reaching around 22 million people, and both website sign-ups and social followers seeing a huge organic increase.

The guest feedback was beyond our *Wildest Dreams*, with visitors – who had queued for an hour before the event opening time – praising the organisation, the atmosphere, and of course their friendship bracelets.

@itsoncardiff 📣 Calling all Swifties!! St David’s Cardiff is hosting the city’s biggest friendship bracelet kit giveaway today up stairs next to River Island today untol 4pm #swifties #Taylorswift #Cardiff ♬ Into – The Eras Tour


Another global first for Bluewater… 

Bluewater welcomed yet another global-first offering, with the launch of a Love Island pop-up store. The store will be on site for four weeks, until the end of the summer series, and boasts a variety of products synonymous with the dating show, including the iconic water bottles. 

Team Umpf worked alongside ITV to publicise the launch, which was attended by ex-Love Islander and host of the Love Island Morning After Podcast, Amy Hart, as well as this summer’s Islanders Munveer, Samantha, and Patsy. 

The launch has so far secured 34 pieces of coverage with a reach of over 70.1 million across local and national media including an interview with BBC Radio Kent, and articles on BBC News, The Sun and 

Amy Hart and Love Island Contestants at the 2024 Love Island Pop-up at Bluewater

Expanding our retail and leisure portfolio with a new client 

We’re thrilled to announce we’ve expanded our retail and leisure portfolio with a new addition: Xscape. Supporting the team with PR to help raise awareness for both their Yorkshire and Milton Keynes locations – home to the UK’s premier indoor snow sports venue, Snozone – the team has jumped straight into action. 

We’ve already secured some great influencer coverage, collaborating with to showcase a full day out at Xscape Milton Keynes – and with a robust pipeline of activities lined up, we’re looking forward to promoting these fantastic leisure destinations. Stay tuned!

A terrific month of openings at Trinity Leeds 

It was another big month of openings for Trinity Leeds, with sustainable initiative Re:Pair Lab, luxury hot chocolate store Knoops, popular Hawaii-inspired poke bowl eatery Honi Poke, and a new line-up of Trinity Kitchen vendors opening their doors.

Re:Pair Lab, an innovative new sustainable fashion concept from Trinity Leeds owner Landsec, sees up-and-coming designers showcased alongside local fashion brands and second-hand sellers. We supported the opening with a press release, organised photography, and attended on opening night. 

Just a stone’s throw away, and launching the same night, hot chocolate specialist Knoops opened a new cafe in Trinity Leeds, bringing an exciting new offering to the city centre shopping destination. We supported with a press release, photography, and influencer suggestions, resulting in some great social content from The Hoot, Leeds Plus Social and Leeds List. 

Honi Poke also opened its doors serving up fresh, nutritious, and fully customisable poke bowls. We supported with photography and worked alongside the restaurant’s team to secure coverage for the new opening.  

Meanwhile, over at Trinity Kitchen, a new line-up of street food vendors arrived, including Korean corndogs, mac and cheese dishes and Wagyu burgers. We issued a press release and arranged influencer visits, including the Yorkshire Evening Post, Leeds List and @hungryhungryhill. 

With so much to talk about at Trinity Leeds, we helped generate 37 pieces of coverage with a reach of 37m. 

Celebrating inclusivity with Landsec’s Tree of Pride 

In celebration of Pride Month, we’ve been busy supporting seven shopping centres and outlets across the Landsec portfolio to promote their Tree of Pride event. We generated widespread local coverage to raise awareness of this activity, inviting guests to decorate the tree with their colourful pledges to work toward a more inclusive and caring future. The Tree of Pride has only reached its midway point and will be visiting seven more centres over the next couple of months, and so far, we’ve already achieved a total of 64 clippings, with a reach of over 47.7million. 

PR Coverage for the Tree of Pride story