CASE STUDY
Client
Stena Line
Services provided
Stena Line wanted to increase its media presence amongst consumers in the UK, with a focus on promoting its North Sea route between Essex and the Netherlands. While the offer for tourists in the UK is strong, the departure location of the route provided a logistical challenge for attracting national media to visit the vessels. However, new vessels launching on the route, boasting industry-leading sustainability features and an enhanced customer experience, presented a timely opportunity to build relationships with national, regional and travel journalists, and secure media coverage promoting their leisure routes.
To address the location-specific hurdles and enhance media engagement, PLMR developed a strategic, relationship-led media outreach campaign.
As a result of our targeted campaign, and adapting to the requirements of journalists learned in our initial outreach, PLMR secured impactful media coverage spotlighting Stena Line’s North Sea route and its modern, sustainable vessels in high-profile national and regional outlets, including a feature in the Daily Mirror.
Through our wider outreach programme, we also helped to raise awareness of Stena Lines commitment to delivering exceptional customer experiences, while being an industry leader in sustainability across the target media outlets that are most important to their brand.
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.
