Hedgehog Hall of Fame: Weber Shandwick - Warm Ice Cream
15th August 2013
Company: Weber Shandwick Manchester Campaign: Llandudno Launches Warm Ice Cream Category: Low Budget Campaign of the Year - North - Shortlisted Objective • Position Llandudno as a key family place to visit over August Bank Holiday • Showcase Llandudno as a fun, quirky seaside destination • Create standout, picture led news coverage for the area on a tight budget with limited costs Strategy & Target Audience Strategy: • Weber Shandwick’s main strategy was to utilise the “silly season” of August to create a fun, interesting and targeted creative news story with strong photography • WS developed the idea of a warm ice cream, due to the weather being so temperamental over the summer – an ice cream that could be eaten come rain or shine. Plus, ice cream tied in perfectly to Llandudno and the Victorian seaside resort setting • Use the activity and resulting coverage to leverage press trips with key travel media to the area for future reviews Target audiences: • Day trippers to the area • Local residents – showing them what’s on their doorstep through their regional media • Travel media – to highlight what North Wales/Llandudno has to offer • News media – taking Llandudno off the travel pages to bolster opportunities to see Action • As budget was extremely tight, WS secured an ice cream producer at no cost, in return for credit in all press materials. Under WS’s direction, the ice cream company developed a warm ice cream, flavoured like Welsh Cakes, once again to tie in to the area/setting • WS set up a photocall on the beach in Llandudno with the ice cream producer and holidaymakers/children sampling the ice cream. This location was decided upon to tie in all aspects of the campaign – seaside setting, weather and family fun • WS then sold the story and images onto all key media – national, regional, online and travel for strong picture led coverage to bring the campaign and area to life for consumers/potential visitors Results Showcasing Llandudno as a place to visit: • Strong picture led news coverage which brought the area to life in a fun visual way (see attachment for examples) • Engagement with over 50 holidaymakers at the launch who were able to sample the ice cream • Ten press trips set up since the campaign with key national and regional travel media including: The Sun, Liverpool Echo, OK! Extra, Chat, Full House, Woman & Home Coverage Results/Evaluation: • 22 pieces of coverage ranging from national/regional print, online and travel media • Coverage targeted the dedicated key audiences: - Day trippers – coverage in the Liverpool Echo, Belfast Telegraph, Wales Online and Wales Daily Post - Local residents – coverage in the North Wales Pioneer, North Wales Weekly News and BBC North West Wales Online - Travel media – Daily Mail - News media – The People, MSN, Huffington Post and First News • PR value in excess of £75,000 • ROI of 1:54 • 149,589,289 opportunities to see Misc: • Due to the popularity of the ice cream, the producers had it listed in several ice creameries across North Wales for the summer. The PRmoment Golden Hedgehog Awards 2014 are now open for entries. Here are this years updated categories.