PR Diary – Yorkshire Day PR Stunt, Trinity Kitchen Sessions, VIEVE’s return, VUE’s much-anticipated launch and ITV This Morning
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From sweet delights and big sounds to new stores and national TV, it’s been a busy summer here at Umpf. Find out what we’ve been up to in August below…
A White Rose Delight for Yorkshire Day
To celebrate Yorkshire Day on 1st August, we worked with White Rose Shopping Centre to make the day extra sweet with the launch of a bespoke, limited edition chocolate bar.
Created alongside local expert chocolatier Youlden’s of Yorkshire, the White Rose Delight bar is hand-crafted from delicious milk chocolate, with swirls of rose-infused white chocolate and topped with edible rose petals, and was given away exclusively to White Rose PLUS+ members.
Within just 48 hours, the stunt saw an uplift of 245 PLUS+ sign-ups – one of the most successful membership-drivers to date. Tasty!
Homegrown Talent Hits the Right Note at Trinity Kitchen
To reignite the Busk Stop and elevate the atmosphere at Trinity Leeds’ iconic street-food venue, we launched Trinity Kitchen Sessions – a weekly live music series over the summer holidays showcasing standout busking talent.
The initiative, headlined by Yorkshire singer-songwriter ADMT with a packed homecoming gig, transformed Trinity Kitchen into a vibrant entertainment hub, driving footfall and dwell time at the venue.
With performances from emerging artists including Charlotte Branson, Liv Harland, Leona Nørskov Jørgensen and Brandon Fletcher, the series attracted significant attention – securing 38 pieces of media coverage with a combined reach of 8.5m, plus social promotion from the artists themselves, extending the event’s visibility to over 16m people.
VIEVE’s Return Creates Major Buzz at Buchanan Galleries
Cult beauty brand VIEVE, founded by Glasgow’s own Jamie Genevieve, made a celebrated return to Buchanan Galleries that captured both consumer and media attention. Positioned at the busy Buchanan Street entrance, the space not only showcased VIEVE’s full collection – including hero products Skin Nova, Modern Mascara, Sunset Blush Balm and Lip Dew – but also offered an immersive, community-focused experience with exclusive events and masterclasses.
VIEVE’s return proved a PR triumph, securing 35 pieces of media coverage across major outlets including The Scottish Sun, Daily Record, The Herald and Glasgow Live, with a total reach of 34 million.
Style Showcase with ITV’s This Morning at Bluewater
The Umpf team coordinated a filming op with ITV’s This Morning for their style segment with Lisa Snowdon at Bluewater.
The piece showcased the centre’s brands with Lisa visiting New Look live on air. She addressed three guests’ style queries and built full outfits with products found in the centre’s stores.
Bluewater was namechecked on screen throughout the three segments, with the centre featured on-screen for 14 minutes during the programme.
On top of the three features, which had a reach of over 540,000 a piece, the feature was also posted on ITV X’s website and Facebook, bringing the total reach to over 6.5M.
The Big Screen Returns to Xscape Yorkshire
The return of the big screen at Xscape Yorkshire this August was met with excitement from the local community and media. To celebrate Vue’s launch, visitors were invited to a family-friendly event featuring £1 screenings, free Ben & Jerry’s ice cream and F’real Milkshake samples, plus appearances from the Castleford Tigers mascot JT and players.
The launch also unveiled Vue’s state-of-the-art facilities including its innovative retail concept, Vue Your Way, alongside the debut of EPIC by Vue – the cutting-edge large-format experience with HDR By Barco 4K laser projection and Dolby Atmos sound, available at only one other UK site.
Media coverage reflected the strong anticipation for Vue’s launch – with 30+ pieces secured. The Wakefield Express also mentioned that its story about the opening was one of their top performing articles online.
