LEGOLAND Saves Christmas

The Brief:

LEGOLAND Discovery Centre had to temporarily close its doors when the Covid-19 pandemic broke.  The much-loved family attraction, based at Trafford Palazzo, Trafford City, challenged The Strong Agency with keeping the business front of mind with families across the North West whilst sensitively navigating the social agenda.

Our Strategy:

The Results

This campaign was effective not only in reaching the target audience, but engaging them.  It recognised a problem and addressed it, creating a magical encounter for families to look forward to when little was normal.  It delivered real value, an encounter that wouldn’t be forgotten.  Families were quick to praise LEGOLAND Discovery Centre Manchester for the activity with one parent commenting “Thank you LEGOLAND Discovery Centre, you have made my children smile and brought a little magic to our family this Christmas.”  The coverage and social reach was impressive attracting thousands of core family viewers for the switch on whilst driving blanket media coverage across the region.

Speaking on the campaign, the General Manager of LEGOLAND Discovery Centre Manchester, said: “Thank you, this is incredible and will not be forgotten.”

Going for Gold With Simon Jersey

The Brief:

Simon Jersey is one of the UK’s leading suppliers of uniforms. Founded over 50 years ago the leading retailer provides brand enhancing workwear to businesses in all sectors.  In 2020 Simon Jersey announced its partnership with Team GB for the third consecutive Olympic Games, as the official supplier of formalwear to Team GB.  Simon Jersey tasked The Strong Agency with supporting the launch and unveiling the bespoke collection ahead of the delayed 2020 Tokyo Olympics.

Our Strategy:

This was no ordinary launch.  The 2020 Tokyo Olympics had been postponed due to the pandemic and the media agenda remained turbulent.  Whilst lockdown had lifted and businesses returned to the workplace, it was important to all parties that a responsible event was delivered.  The welfare of all attendees was our utmost priority.  Working closely with the team at Simon Jersey and Team GB, an outdoor media launch was staged at the retailer’s headquarters.  Here, British Olympians Elinor Barker, Dan Bibby and Mahama Cho unveiled Team GB’s formalwear ahead of the delayed 2020 Tokyo Olympics.  Activity included an alfresco photoshoot, Q&A, and back-to-back athlete interviews, delivered at three well-spaced interview stations and facilitated online.  A meticulously planned schedule ensured that time with each athlete was maximised to full effect, with the syndication of supporting press material, including Simon Jersey’s photography, further extending the media reach.

The Results:

This campaign saw countless and complex environmental obstacles successfully navigated in order to achieve outstanding medal-worthy results.  Drawing on The Strong Agency’s extensive retail, sport, and news expertise, extensive coverage was achieved in the client’s core target media including the fashion, retail, sport and manufacturing trade press, national news, and NW business and lifestyle media.

Image credit: Simon Jersey / Team GB

Launching A Brand: ACAI Outdoorwear

The Brief:

ACAI Outdoorwear tasked The Strong Agency with launching the brand’s new identity.  The women’s outdoorwear business had established a loyal social media following.  It was, however, at the time of Strong’s appointment, largely unknown to the media.  The business required a PR and communications strategy that would elevate the profile of the brand, promote ACAI Outdoorwear’s technical, performance and style benefits, and support the business’s growth.

Our Strategy:

Drawing on the team’s extensive retail and lifestyle PR expertise, working with clients including Marks & Spencer, Very, La Redoute, and GEOX, The Strong Agency devised a powerful, integrated strategy that would see ACAI Outdoorwear not only included in key media features but lead them.

Activity encompassed highly targeted product placement, ambassador and founder profiling, news generation, influencer marketing, trade activity and the delivery of a full-service press office and sample room service.

Amongst the many highlights was The Strong Agency’s ‘Alfreshco’ campaign, a news story that effectively hijacked the news and social agenda driving extensive national and consumer media headlines.

The Results:

The results of the campaign were transformational with over 60 features enjoyed in top tier titles and with a combined 650M OTS.  Standout coverage included Grazia, The Guardian, The Mail Online, The Huffington Post, Fabulous, Stylist, Money Week, The Independent, Euroweekly News, The Sun Online and T3.

ACAI Outdoorwear enjoyed an immediate 3000% increase in sales leading to the business selling out of all core products.  A subsequent restock sold out within just 24 hours and saw a four-figure waiting list.

The impact of The Strong Agency’s activity has been long-lasting, cementing ACAI Outdoorwear’s position at the forefront of all target fashion, lifestyle, outdoor and  business media’s minds.