CASE STUDY

Shakespeare’s England

How PLMR Advent have supported Shakespeare’s England to position themselves as a great place to visit
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Client

Shakespeare’s England

Sector

Events, Leisure & Tourism

Services provided

Public Relations

The Situation

PLMR Advent has been working with the tourism body for south Warwickshire, Shakespeare’s England, to support their overarching aim of driving more visitors to the region.

Shakespeare’s England has more than 100 hospitality and tourism member businesses, who as part of their membership, look to the organisation to assist them in growing their customer base.

What we did

PLMR Advent continues to adopt a four-pronged PR approach to help Shakespeare’s England achieve its aim for its members.

This includes a considered media relations plan that sees team members reaching out to key national travel contacts ahead of key family holiday periods to ensure that the region was a consideration when media outlets were planning any activity-related features.

The team also identifies standalone news stories on members themselves, linking them to news and travel trends, and engaging with influencers by providing gifted experiences as a quick and effective way of reaching new demographics.

The Result

Regular national media coverage positioning Shakespeare’s England members as a great place to visit, helping to keep the region in the limelight.

Members have been profiled in titles including the Daily Telegraph, The I, Daily Mirror, and Daily Express as part of national round-up pieces providing inspiration of places to visit during the school holidays. Of 112 pieces of media coverage generated in 2023, around one quarter was national coverage.

Engagement has included A stunt generated by the PLMR Advent team whereby we arranged for Fairytale Farm to facilitate one of its alpacas to predict football scores ahead of the FIFA World Cup, which generated media coverage ranging from ITV’s This Morning, through to The Sun and Mail Online. A stunt of this nature helped Shakespeare’s England to boost the profile of the farm across the UK and overseas, that would have otherwise commanded a large advertising budget.

PR results generated by PLMR Advent have also contributed to helping Shakespeare’s England to grow its membership.

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.