HSBC, Navigator Report

Navigator Report

Every year HSBC publish their annual ‘Navigator’ report, an in depth study of thousands of companies around the world and the UK. It’s a substantial piece of research asking c-suite executives for their thoughts on future trading prospects, and how the prevailing economic climate will affect their ability to grow their business in the medium to long term. Our remit was to advise HSBC on whether the campaign would work on high-end business programmes that themselves are watched and listened to by decision makers, corporate directors and high net worth individuals.

Once we established that the campaign was strong enough to go to the media with, we worked with HSBC to determine the best angles and how to pitch to journalists to get maximum exposure. We helped to identify two distinct audiences – global and domestic – and tailored our approaches accordingly by offering different spokespeople from within the business that we knew would be of interest to different programmes.

By using our extensive media contacts we were able to secure two of the most high profile business programmes that are watched and listened to by high level decision makers. The Today programme were interested in the juxtaposition of businesses saying they felt confident about the future despite global trade wars, and Ian King on Sky wanted to discuss how UK businesses were adapting to uncertain economic trading conditions created by our uncertain political climate. In both interviews HSBC were able to deliver their key message that global trade is alive and well.

Avoiding Brexit Halloween Howlers

Avoiding Brexit Halloween Howlers

Date: 03/10/2019

In early October, we invited our guests along for a lesson on how to avoid a communications catastrophe during the biggest political issue Britian has faced in decades.

If you’d like to come along to future events, register your interest below.

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The National German Tourism Board, Passion Play

Passion Play

How do you promote an obscure German play that is only performed every ten years since a small town in Bavaria? This was the challenge facing The German National Tourist Board when they approached us for support – hardly a straightforward brief!

With tickets already on sale we had to create a reason for broadcasters to speak to our spokesperson now as opposed to March 2020 when performances would commence.

We framed the interview against the backdrop of a recent research trip to Jerusalem that we positioned as the “official” start of rehearsals but because of the lack of news hook and the subject matter, the campaign called for a unique approach to media relations. This was not a case of using our black book of contacts or playing the numbers game via blanket emails to multiple outlets. We drew up a list of religious programmes on national and regional TV and radio outlets (our spokesperson was the man playing Jesus after all) and set up about creating a database of the producers we knew would be interested in the story. Good, old fashioned, phone bashing and establishing relationships with the right journalists on the day.

We secured dozens of BBC regional stations, including a round of interviews via GNS on Sunday morning. On top of that we managed to land three national BBC outlets – Radio 4, 5 Live and the World Service. The coverage provided much needed publicity for the play as tickets went on sale.

Co-op, Young Driver Insurance

Young Drivers Insurance

Co-op Insurance approached us to support the launch of their ‘Graduated Young Driver Insurance Product’.

Rather than just talking about the product and the cost of insurance for recently qualified drivers we decided to focus our campaign on a proposed solution to the number of serious accidents caused by young drivers.

In 2001 21-year-old Rachel Whitear died of a heroin overdose and her parents took the brave decision to release the image of her body – to shock youngsters away from experimenting with the drug. Some schools made the decision to show this image to their pupils as a deterrent.

With this in mind, we set about trying to create parallels with young drivers by raising the question; should we show young drivers graphic images of car accidents to deter dangerous behaviour?

With Co-op running 20 secondary schools across the North of England, we advised them to work with Headteachers on how driver behaviour can be changed by launching seminars at schools – alongside their charity partner Brake – meaning Co-op were taking real action on the issues they were raising.

We then sought to humanise the story, introducing Tamsin – who sadly lost her brother, Tristan due to a dangerous young driver, when she was 13.

Tamsin was able to speak openly and honestly about the knock-on impact of the crash – on her, her family and also on the driver’s life. She recognises that peer pressure plays a significant role in the decisions youngsters make so more needs to be done to encourage good driving behaviour.

After consulting her with our plans, Tamsin now believes that ‘shock tactics’ (like showing graphic images) can work for some but for others financial will be the biggest driver – and a key part of the Graduated Young Driver Insurance Product is a financial reward for good behaviour on the roads.

Posing the question of whether young drivers shoulds be shown graphic images of car accidents as a deterrent provided a debatable platform for Tamsin, Brake and Co-op which ultimately delivered a reach of close to 70 million people via both the BBC and ITV networks, Sky News Radio, Sky Sunrise, TalkRadio, the entire Bauer news network and This Morning. Most importantly however, the campaign showed real change in sentiment among young drivers.

BBC Breakfast

BBC Breakfast

Date: 10/10/2019

We were delighted to host BBC Breakfast Producer, Peter Ruddick in Manchester to share his insights on how PR can work across broadcast news. Read more about the event here.


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Celebrity Cruises, Celebrity Edge

Celebrity Edge

Good Broadcast was asked by Celebrity Cruises to help launch one of the most luxurious and technologically advanced passenger ships the world had ever seen. Celebrity Edge was built using groundbreaking techniques, alongside world famous designers who created contemporary interiors that were second to none. Our task was to get broadcasters on board to showcase the ship’s unique qualities, and to highlight the work the company has done to promote diversity amongst its crew.

We approached the task from two separate angles, targeting different sections of the media with different stories. Our first job was to get broadcasters on board, so we worked with Celebrity Cruises to identify design features and technology that hadn’t been seen before on a cruise ship. That allowed us to position Celebrity Edge as a new kind of ship in the cruise industry and that, in turn, allowed us to approach broadcasters with the idea of using it as a backdrop for an outside broadcast to talk about the state of UK tourist industry and cruising, just before the start of the summer.

The second story revolved around Celebrity Cruises’ work to promote diversity and inclusion, and specifically encouraging more women to consider a career in cruising. We worked with their PR team to commission research into the career aspirations of young children, and the barriers they already think they face when it comes to applying for jobs. But it’s no good coming up with an interesting talking point, if the spokespeople don’t have any appeal. That’s why we used Captain Kate McCue from Celebrity Cruises, who was the first US female cruise ship captain, and the actress, Sadie Frost, who’s known for campaigning for gender equality.

We were able to persuade the BBC News Channel to do an outside broadcast from Celebrity Edge that consisted of multiple hits from various locations across the ship. They interviewed the captain, the company’s CEO, Kelly Hoppen who designed the ship’s interior and the UK cruise industry’s umbrella organisation. While they were on air they played drone pictures we had shot of the ship arriving in Southampton earlier. It meant images of Celebrity Edge were played throughout the day on the BBC.

To highlight Celebrity Cruises’ commitment to diversity we secured interviews for Captain Kate and Sadie Frost on Sky Sunrise and dozens of BBC regional stations. They were able to talk about how the company is helping women to move into roles that may not have considered in the past.

In the end the two approaches allowed us to target multiple outlets with distinct stories, but with one purpose – to showcase Celebrity Edge, Celebrity Cruises and its staff.

Nuffield, Gym-hibitions


To keep Nuffield Health gyms front of mind in the ultra-competitive New Year fitness space, we used insight to demonstrate the brand’s understanding of its audience. The ‘Gym-hibitions’ campaign sought to explore the barriers preventing people from joining a gym. With target audiences split across under 35s and the over 55s, we brought Gym-hibitions to life with two staggered campaigns under the same creative umbrella.

To reach younger audiences, we tapped into the wider debate around the influence of social media, demonstrating that a third of under 35 year olds felt that social media is harmful, rather than helpful, when it comes to motivating people to get fit. Targeting lifestyle pages, we drove quality coverage and debate in the likes of Independent Online, HuffPost,, Get The Gloss, Cosmopolitan – all key titles for the age group – with the majority of online articles linking to the Nuffield Health website.

A supporting micro-influencer campaign to encourage more realistic/less staged imagery posted from gyms drove social engagement, while a competition across social channels to win sweat-activated t-shirts featuring motivational slogans further drove the campaign message home.

To reach our over 55s audience we focussed on the lack of knowledge around the importance of exercise for maintaining bone density as we age. With a strategic focus on broadcast media to reach the older age group, we landed our spokesperson on GMB and Sky Sunrise, with 9 BBC and 2 national stations picking up the story. Editorial coverage in national and regional print and older lifestyle media amplified reach.

Generating over 250 pieces of coverage across print and online (including 14 nationals), broadcast and social, the campaign smashed KPIs. Share of voice for Nuffield Health in January was more than triple that of its main gym competitors with Nuffield Health not only being part of, but driving the New Year fitness conversation.

AHDB, Love Pork

Love Pork

Our client AHDB Pork, which represents British Pig farmers, faces a major challenge – consumption of pork is declining rapidly. One of the key reasons identified for this in AHDB’s consumer tracking research is the perception amongst increasingly health conscious consumers that pork is high in fat.

However, changes to butchery techniques, breeding and feed means that pigs are now 44% leaner than they were in the 1970s. And one cut of pork in particular, medallions, are even lower in fat than skinless chicken breast; the poster child for the low fat movement.

Our brief was simple, to start a conversation about how low in fat pork actually is.   

Our aim was to use the scientific data on the leanness of pigs to start a conversation about how outdated these terms are and raise awareness of pork as a low fat option. (Pork medallions are now 44% leaner than they were in the 1970s, and contain less fat than skinless chicken breast!)

Given that the pork consumption was in decline across all segments of the population (except over 65s) we had a broad target audience – adults 18 to 64 – requiring a mass media approach. This was established by using Kantar Worldpanel data which showed that pork consumption was falling across all age groups under 65.

The very fact that pork medallions are lower in fat than chicken felt like a headline grabbing stat. But sensitivities within the farming community meant that going head-to-head with chicken for the low fat world title wasn’t an option. So we decided to tackle the root cause of the problem by challenging society’s ingrained perceptions of pigs instead.

‘Fat Pig.’ ‘Greedy Pig.’ Pig-Out.’ ‘Porker’. ‘Eat like a pig.’ With the animals themselves seen by society as fat and greedy it’s no wonder that their meat is viewed as fatty and unhealthy too. Our aim was to use the scientific data on the leanness of pigs to start a conversation about how outdated these terms are and raise awareness of pork as a low fat option.

Step forward East Anglian pig farmer Fergus Howie. 20 years of working with AHDB and the farming industry has taught us that sometimes stories work best when they come from the grass roots. So, we teamed up with Fergus to co-author a strongly worded letter to the Oxford English Dictionary. Fergus pointed out that terms like ‘fat pig’ and ‘pig out’ were outdated and should be removed as they were damaging to the livelihoods of pig farmers.

To ensure the story grew organically we seeded the news into Fergus’ local media first and let it develop from there (with a little help from us.) The story soon hit the Mail online, spiralled and took off.

Good Morning Britain were quick to get behind the story, as were BBC Breakfast, Daily Mail, The Times and The Sun to name but a few.

The campaign generated the widespread coverage and debate we were briefed to achieve with 109 articles and pieces of broadcast coverage. Third party evaluation by Gorkana showed that the campaign reached 45% of all UK adults.

And the story certainly started the conversations:

“Maybe pork, thanks to you, will be become the curly kale of meat”
Kate Garraway
Good Morning Britain
“What I have to congratulate you on, Fergus Howie, is that I have never talked so much about the fat content of a piece of meat actually”
Susanna Reid
Good Morning Britain



Date: 02/08/2019

Johnny Seifert, producer at talkRADIO shared insights with a Manchester audience about how PR can work across broadcast news. Read more about the event here.

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Summer Silly Season

Summer Silly Season

Date: 17/07/2019

In the height of summer we invited speakers from The BBC, Channel 4 and Sky to discuss leveraging campaigns across the infamous broadcast summer silly season. With over 150 guests it was our biggest event ever! If you’re interested in coming along to any future Good Broadcast events, register your interest below.

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