For example, are the Olympics going to make us as a nation fitter, stronger, more healthy as a result? If the recent lack of sports participation data from Sport England is anything to go by, it probably won’t be government who will make this happen!

Our own report at Radiator shows that whilst 100% of UK media are planning to dedicate coverage space to the Olympics (including fashion and music media), they are looking for stories that show the “alternative” or the “under-belly” around the Olympic events. And most of the 60 media surveyed said they would NOT be giving Olympic sponsors any editorial space priority of other brands (unless of course they were paid to do so!) so from a media hype perspective, it will be difficult to escape the Olympic bandwagon wherever you are.

But from a different media perspective, many sports & fashion trade media sources are calling this year the ‘shopping Olympics’ – record numbers of new customers will be passing through Westfield Stratford City and apparently even sports e-commerce sites will benefit from the Olympic flame effect – seeing a real uplift in sales during the period of the games.

Personally, I think that this nation will become more actively engaged post Olympics but it will be down to the commercial partners and innovative brands who will use the post Olympic phase as a “jump off” platform. There are also many exciting  new sports products, spaces and experiences rumoured to be in the planning phase and it will probably be this re-serving of sport in a fun/cool/interesting way that will engage this nation into the beneficial role sport could play in our lives.

For more information about our HOW TO STAND OUT – OLYMPICS REPORT, contact Gaby Jesson at Radiator gaby@radiatorpr.com

 

On the radar January 2011 What we’re up to: Kerrang! Hits the road with Relentless Energy DrinkThe annual Kerrang! Tour sponsored by Relentless Energy Drink will be kicking off on the 4th of February in Dubin and taking in dates across the UK. Co-headlined by two big names from the pop punk revival, Sum 41 and New Found Glory, the shows are set to be one of the rock highlights of early 2012.For press information and interview requests contact Dan at Radiator, dan@radiatorpr.com Radiator Welcomes EastpakWe are delighted to welcome Eastpak to Radiator PR effective from 3rd January 2012. Eastpak has been making high quality packs and bags since 1976 and the product portfolio continues to grow 35 years later. With a range of street smart backpacks, shoulder bags and highly durable luggage/travel gear to enable and enrich urban life.For more information contact Danny (daniel@radiatorpr.com) kev (kev@radiatorpr.com) or Dan (dan@radiatorpr.com) WeSC get musical with Sarah YoungRepresenting global bass and Moombahton, Sarah Young and WeSC have teamed up to bring you the ‘Moombahton Queen’ mega mix. Acting as a UK introduction to the 108 bpm genre, this free cd release is to be distributed across selected UK WeSC stores with purchase. The 22 year old DJ had her first gig in 2007 and has since played internationally at club nights and festivals.For more information contact Charlene at Radiator PR. charlene@radiatorpr.com Register for Stitch MenswearYou can now pre-register to attend Stitch, the dedicated menswear trade show, at www.stitchmenswear.com. With a diverse collection of high quality brands displaying at the event, this looks set to be Stitch’s biggest year yet as it settles into it’s new home of the Business Design Centre in Islington.For more information contact Danny at Radiator, daniel@radiatorpr.com Radiator is recognised by Golden HedgehogRadiator PR are thrilled to announce we have been shortlisted for the best media communications award in the new Golden Hedgehog Awards for our work with HEAD Tennis on the “Get Closer To Andy Murray Campaign”. Set up by PR Moment, the awards look to celebrate the best in cutting edge communications.For more information on the awards go to www.goldenhedgehogprawards.com, and for information on Radiator go to www.radiatorpr.com. Radiator is looking for recurits for it’s Youth Research team Radiator is looking for people between the ages of 16 to 30 take part in it’s new youth research team. Members will be asked to take part in a series of questionaires throughtout the year, as well as attend at least one focus group (travel costs will be covered), in return they will get the oppurtunity to attend festivals and exclusive events (brand launches etc),  and get discounts on holidays as well as on various fashion and style brands. if you are interested please contact Radiator PR via our website, www.radiatorpr.com

]]> http://radiatorpr.com/newsletter-january/feed/ 0 http://radiatorpr.com/radiators-bread-butter-diary/ http://radiatorpr.com/radiators-bread-butter-diary/#comments Tue, 24 Jan 2012 10:55:57 +0000 admin http://radiatorpr.com/?p=199 Continue reading →]]> Wow what a show and what a week! Berlin Tempelhof was heaving last week to the
signature tunes and feet of the international street fashion crowd at the amazing Bread and Butter show.

From the moment we arrived at the reformed German airport, organisers took us on a journey that feasted the eyes, ears and sense. Loved the creative touches like the old style check-in desks and 1960s mellow orange-cream lighting, use of old advertising signage and the brilliant touch featuring a suitcase carousel spinning Bread & Butter brochures interspersed with Eastpak bags. A subtle blend of humour and creative genius!

Background music was weirdly hypnotic and just before doors opened, the tunes were ramped up to such a pitch, that the coolest of the cool nearly trampled over each other to lead the charge……

The old arrivals hall utilised the best of the Germanic retro signage and this theme continued indoors. Although the show is mega vast and completely exhausting, I loved the different themed worlds from the giant world of Street Sport (Puma Social Club and Bjorn Borg were real standout stands) to the cute hand-made nature of The Treasury featuring the young brands of the future.

On a freezing cold and rain-swept Berlin week-day, this show pulsed energy, light and colour, topped off with an amazing food hall. Did we mind sitting on reformatory benches shoulder to shoulder for our daily chow? Surprisingly not!

And a night-time, for sheer vision and risk, the Artist Studio launch party courtesy of Eastpak was impressive. A monolithic old department store, come new artist space –  played host to a crazy creative range of bags designed to inspire, shock , respect and also make you smile. Watch out for the UK launch on 1^st February (http://artiststudio.eastpak.com/)

My AW fashion prediction? Men and Armish style beards. Its not nice but it is true.

Gaby Jesson – Co-managing director of Radiator

Five favourite things

LAUGHING

EATING

SPORT

LONDON

ESSEX

It began in the great gaming war of the early noughties, when the Original X-Box console went head to head with the Playstation 2 for gaming supremacy. Competitive consoles was nothing new, you just have to look at the whole Sega vs. Nintendo saga of the nineties to know it makes for good marketing, but this time Sony and Microsoft were stepping things up by including a DVD player in their consoles.

It may sound like a small thing but this was the first step to the games console becoming a family centred object, rather than a kiddy/teenage one. Things stepped up again with the integration of the internet and dashboard facilities in third generation consoles like the PS3 and the X-Box 360, kids could blow up aliens and the parents could then hook it up to iPlayer to catch up on Eastenders. And then off course there’s the Wee, which has encouraged everyone from your toddler to your nan to have a crack at gaming.

Now we have the X-Box 720 (not the actual name of Microsoft’s next console, just what it’s being called on the internet)  which was last year granted a patent for a DVR drive to be integrated into it’s design. This means that the new console will be able record TV while you’re gaming, record gaming while you’re gaming and various other combinations. While on one level it does very much the same thing as the Play TV add on to the Playsation, this is a step forward in terms of integrated hardware, and the first time owning a console means that owning a DVD player is completely redundant.

With the next generation of consoles just around the corner 2012/13 could be the era when the format finally takes over your living room and becomes an integral part of family life.

Dan Cadwallader, Digital Account Executive (AKA Digital Dan)

Dan’s favourite things

• Music
• Movies
• Pop culture
• Live events
• Social Media

Brands facing the music

Earlier this year Pizza Hut launched a promotional campaign in New York where they hired a huge electronic billboard and streamed live consumer feedback via Twitter. The genius of it was that they streamed all feedback without edit, meaning that their potential consumers could see both the good and the bad. This kind of openness will be really beneficial for brands in an age when a lot of larger companies as seen as being self-serving and profit hungry. By exposing their flaws they automatically imply they are going to try and address them.

Growing up with consumers

The international consumer base is apparently becoming a little more mature. Despite the fact that young consumers in developing countries (India, China etc) have massively differing cultural backgrounds, they are slowly coming more in line with their western counterparts as they become more urbanised and more connected via the internet. This has allowed brands such as Diesel and, the hand sanitiser, Sanitol to launch more risqué campaigns in countries that are usually more conservative and seeing them be very affective. With consumers across the world less easily shocked this will allow brands to create truly international campaigns for all their markets.

Deal Hunter

Now there’s nothing new about the consumer desire to get a good deal, but the coudos consumers now get for finding the best deal is new. In tough financial times you’re not going to appear penny pinching for haggling for items, you’re going to look savvy. With the Internet helping consumers to get the best quality for the best value via word of mouth, brands need to be clever with their promotions in order to attract this new class of deal hungry consumer.

To check out the rest of trend watching’s list go here

Dan Cadwallader, Digital Account Executive (AKA Digital Dan)

Dan’s favourite things

Music
Movies
Pop culture
Live events
Social Media

CASE STUDY: PELÉ SPORTS
AGENCY: RADIATOR PR
CLIENT: PELÉ SPORTS
SECTOR: SPORT/STYLE/FOOTBALL
TIMING: July – December 2011

BRIEF: Radiator was briefed to support the launch of Pelé Sports in the UK, the sportswear brand of the legendary Brazilian footballer, Pelé. The team was tasked to launch the brand to football fans, a male audience and retailers as they unveiled the Spring Summer ’12 collections. At the centre of the campaign was to reveal the hero product, the Trinity 3E, a groundbreaking football boot. Celebrity seeding was included in the brief to target key influencers with product placement.

CAMPAIGN OBJECTIVES:

The campaign objectives included:

• To raise awareness of the Pelé Sports brand amongst males focusing on a core audience of 16 – 25 year olds and introduce the concept of “The Beautiful Revolution” (the ethos of the brand – the passion and energy at the core inspired by the greatest footballer of all time, Pelé).
• To engage new and existing retailers with the brand launch
• To promote the three collections within the range including Pelada (original football kit), Pelé Story (lifestyle range) and Performance (technical football boots).
• To launch the groundbreaking football boot, the Trinity 3E
• To engage relevant celebrity faces within the campaign

APPROACH:

In order to achieve these objectives, Radiator developed a 6 month campaign kicking off with a launch event in central London. The launch event took place at INC Space, Covent Garden on the 26th October. The press launch event unveiled the Spring Summer ’12 collections from Pelé Sports and revealed the hero piece from the range, a revolutionary football boot called the Trinity 3E with a dedicated room brought to life through visuals, displays and AV content. Press from football, style, national and lifestyle media attended to preview the ranges and the football boot.

During the day, Radiator coordinated a press day offering 1-2-1 interviews with Pelé to key media communicating the launch of his sportswear brand. 26 interviews took place across two days with key UK and international media ranging from print, online and broadcast including….

• GQ
• Sky Sports
• Soccer AM
• ESPN
• TalkSPORT
• FHM
• Match of the Day magazine and more!

Radiator negotiated 3 front covers with Sport, #5 (Rio Ferdinand’s magazine) and Podium securing product coverage alongside great amplification pieces. All coverage links back to the Pele Sports website (www.pele-sports.com) and the Spring Summer ’12 product range.

Radiator’s event team also organised an evening party to celebrate the launch and to mark the 71st birthday of Pelé’. Notable people from the world of football and celebrities attended including Rio Ferdinand, Anton Ferdinand, Alex Oxlaide-Chamberlain, Bobby Barnes (PFA), Terry Cooper (England 1970 World Cup Squad) and Max Rushden (Soccer AM).

CASE STUDY: RELENTLESS ENERGY DRINK VIRTUES
AGENCY: RADIATOR PR
CLIENT: RELENTLESS ENERGY DRINK
TIMING: MAY – JULY 2011

BACKGROUND:Relentless Energy Drink created the Virtues campaign, the brands first cinema advert. The one minute long advert featured a voice-over from actor Jason Flemyng, a soundtrack by Chase & Status and performances from athletes, dancers and musicians. The campaign was designed to create wider brand awareness within a wider mainstream audience, and to communicate the virtues of Relentless Energy Drink.

BRIEF:Radiator PR, as part of their long standing contract with Relentless Energy Drink, were briefed to help promote the video via print and online media channels to the “Lifechanger” audience and to drive traffic to the Youtube video of the advert.

CAMPAIGN OBJECTIVES:

• To drive views of the Virtues video on Youtube

STRATEGY:
Radiator developed a three month PR plan
1. We digitally seeded images and video content through core, connector and “Lifechanger” channels both online and in print
2. We engaged our target media in a press day in April to learn to fight with cast member Roger Gracie (an MMA fighter) and arranged 1-1 interviews
3. We amplified content through a tactical media partnership with leading men’s lifechanger title FHM.com

1: Seeding

Radiator’s digital team seeded hero images to core communities first, these included MMA, music and BMX blogs and sites (the media corresponded to the artists in the video). Radiator then seeded the advert and supporting ‘behind the scenes’ video content to key media including media and design sites to help further push the video’s views. This tactic provided us with over 40 pieces of coverage across key websites including Grind.TV and Fuel TV

2: Engaging Target Media

Radiator PR created a press day event at Roger Gracie’s Brazilian Jiu-Jitsu studio in London. We invited key “Lifechanger” media titles down to do a training session where Roger put each of them through their paces in a training session,+ and then each had one-on-one interview time with him to discuss his career and his role in the Virtues Advert.

Attending media included Men’s Fitness, Blokely, The Sun Online and FHM.com. Radiator ensured that all coverage from the event would include the video embedded online, images from the viral in the body of the piece and the appropriate links back to www.relentlessenergy.com.

Radiator PR also created a video of the day which we also used to seed out online as supplementary content for the advert.

3: Amplify

Radiator PR arranged a week long media partnership with FHM.com. The partnership included a hompage takeover featuring a branded website skin, an editorial news story, along with the interview from the press day, mentions in the FHM newsletter, the video was hosted on FHM’s own video channel and there was an additional piece on “Learn to fight with Roger Gracie.”

Results

- The advert launch achieved 51 pieces of online coverage.
- All coverage linked back to the video on Youtube to drive views of the film.
- Roger Gracie was signed up to star in another short film under the VIRTUES umbrella released in August 2011.
- Combined Circulation: 73,916,514
- EEV: £85,933
- EAV: £28,631

CASE STUDY: WeSC STORE LAUNCH
AGENCY: RADIATOR PR
CLIENT: WeSC

BACKGROUND:WeSC (or WeAreTheSuperlativeConspiracy) is a recognised leader in street fashion offering men’s, women’s and kid’s ranges and including collection pieces, accessories, premium denims and headphones.

BRIEF:Radiator PR has been working for WeSC since 2009 with their brand and marketing team to help create and amplify all assets to make WESC one of the most desirable street-wear brands in the UK. Our remit includes trade and consumer PR, marketing consultation and celebrity placement.

CAMPAIGN OBJECTIVES:

• To create trade and consumer support for the WeSC store launch
• Increase the brand’s profile in consumer and street culture media and online

STRATEGY:
- Radiator create a celebrity and media launch event on the evening of the store opening
- Seeding of WeSC apparel to consumer and street culture media and online
- Seeding of WeSC headphones to high profile celebrities to increase brand visibility

1: Store launch

Radiator created a celebrity and media launch event and ensured significant pre and post event coverage to ultimately drive consumer traffic. Media coverage included Drapers, Who’s Jack, Trendhunters and the Daily Street.

2: Engaging Target Media

From a product perspective, our remit in the UK has been to focus on WeSC apparel through the consumer fashion and street media – particularly online.

Apparel is seeded for photo calls, reviews, features and product reviews.

We achieved coverage in a mix of media including mens and womens style, urban and music titles, including DJ weekly, Loaded, Disorder, Cooler, Nuts and Company.

3: Amplify

We were also tasked to focus on seeding WeSC headphones through celebrity product placement with key UK youth icons. Using Radiator’s Affiliator division we achevied coverage with the headphones being seen on the likes Throats, Keisha, Rio Ferdinand and James Cleaver Quintet.

Results

- ROI of £100 of PR Coverage to every £1 spent

- Our approach has helped to consolidate and open new retail doors, giving WeSC its best trading year in its UK history to date

CLIENT:
MOVE IT, UPPER STREET EVENTS
SECTOR:
CONSUMER/ENTERTAINMENT/DANCE/EVENTS
TIMING:
OCTOBER 2010 – MARCH 2011

BRIEF: Upper Street Events appointed Radiator PR to help increase awareness and ticket sales for their UK dance event, MOVE IT in March 2011 at London Olympia. MOVE IT is the UK’s biggest dance event, featuring live performances, dance classes, top exhibitors, freestyle stages, competitions, masterclasses, auditions and expert interviews. It attracts 20,000 people over 3 days.

CAMPAIGN OBJECTIVES: The agency’s overall objective was to re-launch MOVE IT 2011 via UK consumer media, re-enforcing the message that MOVE IT is the UK’s biggest dance event. The agency was further tasked to increase national media exposure, deliver and manage media partners and ultimately help drive ticket sales.

STRATEGY: Radiator focused on 4 areas:
1. Pre-event announcement with ideas to engage new media;
2. Identify and forge relationships with new media & brand partners;
3. Creative press office with a variety of national, regional and
promotional angles
4. On site press office to maximise all opportunities

1. PRE-EVENT TACTICS
For the pre-event announcement Radiator ensured awareness amongst all relevant national media targets including news, features and listings.

As part of the creative thought process, Radiator worked alongside dance experts at MOVE IT to create uniquely newsworthy editorial content ready for release in January 2011 – a seasonal time when many national lifestyle media look for stories on new exercise and fitness regimes.

MOVE IT PREDICTS 2011 DANCE TRENDS was an angle designed to secure media engagement, news and features coverage and video content for the MOVE IT website.

Five key dance trends were identified – from Charleston to Indie Ballet and released in January 2011. Radiator then designed a MOVE IT Media Day at Danceworks in London. The agency invited national fitness and features writer to watch and try out the top 5 dance trends that would be “sweeping the nation” in 2011.

Guests included Company, Health and Fitness, Sportsister and Time Out. Coverage was secured from all invited media guests as well as the Metro, The Sun, First News and Junior magazine. Both Junior magazine and Metro devoted double page spread stories devoted to the growing popularity of different dance styles in the UK and utilizing quotes from MOVE IT dance experts.

In addition, imagery and video content from the MOVE IT Media Day was uploaded on to the MOVE IT website enabling consumers to learn the latest dance trends for themselves.

2. STRATEGIC PARTNERS
Radiator negotiated and created both media and brand partners to achieve greater and more consistent exposure throughout the campaign. Radiator secured partnerships with both MTV and Health & Fitness with both partners covering the event with pre and post event news and ticket promotions.

The agency also created fresh partnerships with gym chains Fitness First and Everyone Active which entailed cross marketing tactics and data sharing as well as pre event announcements in their customer newsletters and in-gym TV screens.

3. PROACTIVE PRESS OFFICE
Throughout the campaign, Radiator created a proactive press office through regional stories with the MOVE IT Dream Team (regional ambassadors from different elements of dance), bespoke competition prizes for bigger media titles, securing ticket promotions in target media and worked with key sponsors, Disney Channel with their media day with Akai to maximise all opportunities around the event.

4. ON-SITE PRESS OFFICE
At the event, Radiator managed the on-site press office for all attending media – mass consumer and dance specialist. The team coordinated and managed all interviews with celebrities/dancers/acts/performers and as well as looking after all competition winners resulting in interview and review pieces online and print, including MTV online, whatsupwhaton.co.uk, and Retox

The Radiator team also utilised the day to contact all local and national radio stations wishing MOVE IT contestants good luck messages via text to achieve on-air mentions.

MEASUREMENT AND EVALUATION: 
The campaign achieved more than 87 pieces of coverage across print, broadcast and online in consumer lifestyle media, including several glossy and national newspapers including Metro, Health & Fitness, The Sun, Buzz (The Sun’s Saturday supplement), Time Out and many more.

The campaign helped to increase ticket sales by 18% and the coverage achieved a total editorial value of ￡226,169.

MOVE IT 2011 has also been shortlisted for Best Marketing campaign at the AEO Excellence Awards 2011.