Campaign snapshot
Our pure-play press office activity made the prosecco advent calendar 2017’s must-have Christmas item and led to a sell-out.
How we did it
We annually support Lanchester Wines to promote their range of premium, alcohol-based advent calendars using PR in the run up to December. This is becoming a crowded market place with low-cost calendars being offered via big brand retailers taking up column inches and share of voice.
We know this market well and season well. We run a classic press office and start our activity early contacting selected journalists who influence the news agenda who we’ll offer product information to on an exclusive basis, before engaging a highly targeted list of journalists well ahead of the festive season. We target journalist gifting carefully and provide concise, easily accessible product and caption information and great cut out and lifestyle imagery.
The results
We generated 292 pieces of coverage promoting Lanchester’s hero advent calendars in a wide range of titles including : ITV, This Morning, Metro, BBC Good Food, Country Life, iNews, Daily Mail and Mail Online, Hello!, Good Housekeeping, Red, Good to Know, Her.Ie, Cosmpolitan, Daily Mirror, GQ, Town & Country, Evening Standard, Elle UK, Stylist, Delish.com, Unilad, The Independent.
