THE BRIEF
Celebrate 20 years of BOOST in Northern Ireland by introducing the dynamic consumer and trade campaign, Always in Your Corner. The campaign’s aim is to raise the profile of BOOST whilst simultaneously recognising the impact that consumers and trade customers have played in BOOST’s success in Northern Ireland. Elevator was further tasked with communicating the unique business partnership between Hardy Brothers, the sole distributors of BOOST here, and BOOST that has resulted in a two decades-long partnership.
RESULTS
Elevator answered the brief using the following tactics:
· Created a local and store heroes’ competition which would underpin the whole year
· Launch press release, photography and media drop
· Business media event and media relations campaign
· Business profiles of key personnel
· Consumer and trade event
LAUNCH
Elevator created a competition for trade customers and members of the public entitled, BOOST’s Local Hero Search. The finalists of the award would be voted for by the people of Northern Ireland with the sole purpose of highlighting how they helped their communities in a special way.
Stewart Porter, manager of Malone Tornadoes Mixed Ability rugby team was asked to join the launch photo with Gareth Hardy, Hardy Distribution. Stewart is someone BOOST helped during its 20 years in NI. The photos were sent out with a press release that included information on how the public could vote for their store or local hero. Over 30 pieces of coverage appeared.
A special presentation box featuring BOOST drinks, wrapped in a blue ribbon, was sent to key media and influencers to ensure they knew about BOOST’s plans in Northern Ireland and to encourage people to vote for their local heroes.
BUSINESS MEDIA EVENT
To communicate the unique story of BOOST’s genesis in Northern Ireland, Elevator created a business media event which was held in The Merchant Hotel. This meant that BOOST’s creator, Simon Gray, and Hardy Distribution managing director, Gareth Hardy, could meet key press in person and communicate the story first-hand. The event was the perfect opportunity for daily, broadcast, weekly, trade and online press to see the genuine respect Simon and Gareth had for each other and following the lunch several business features appeared in print and online.
BUSINESS PROFILES
Elevator targeted various publications including the Belfast Telegraph, Irish News and Cool FM’s Business Bites video series, who each further told the story of BOOST in Northern Ireland.
CONSUMER AND TRADE EVENT
Elevator ensured that BOOST ended its 20th year on a high by throwing a party in Titanic Belfast where BOOST personnel, members of the public and trade customers would honour some special people for their contributions to society here.
All of BOOST’s team travelled from Leeds to attend the event but it was the people of Northern Ireland who took centre stage. Five members of the public and five local store heroes, plus their family and friends, attended the event where each was recognised for their unwavering support for their local communities.
The event was an emotional celebration of everything that BOOST has achieved in Northern Ireland. A press release and photography was issued to media following the event and resulted in over 20 pieces of coverage.