The online publisher of ForgetDinner.co.uk and TheUglyBugBall.com contacted Palamedes PR with a ‘simple’ brief – to increase visitor numbers by more than 50 per cent; to boost the number of paying members, and to secure column inches in a variety of publications for both websites on a monthly basis.
Our strategy was clear: to distribute great copy to the regional and national media every four weeks. It goes without saying that, in order for us to meet – and, better, exceed – the client’s expectations, the stories needed to be original, attention-grabbing and, most importantly of all, sufficiently enticing to encourage visitors and new members. Each piece of coverage also had to name-check the sites’ URLs and include key messages.
We produced a variety of releases, all of which hit the regional, national and international media. The first hit the national online media within 60 minutes of distribution and resulted in tens of thousands of unique visitors flooding to the client’s site. The second appeared in nearly all national UK daily print editions and virtually all UK digital news sites. It was splashed on the Sport and also went worldwide. This resulted in another, substantial flock of visitors in less than 24 hours. The third also hit the front pages and resulted in tens of thousands of new visitors. The fourth went global within an hour of distribution; it appeared in every national newspaper with the exception of the Financial Times, was splashed on the Daily Record and on the Scotsman, and also appeared in a wide variety of glossies and regional titles. A story we later produced for The Ugly Bug Ball became a national talking point and generated page leads in the national and international media. It was also mentioned on various TV and radio shows. Further stories had the same effect. One of the last stories resulted in several BBC TV and radio appearances. We won industry awards for our work on this account.
In total, and taking all platforms into account, our campaign generated about 500 pieces of international coverage – possibly more. Our work produced so much publicity that stopped looking for it – we literally couldn’t keep up. You can, however, find most of the coverage in our Consumer PR portfolio at the foot of this page – or by clicking on the few examples below.
“PR stunts that will go down in history.”
Howard James, of ForgetDinner.co.uk and TheUglyBugBall.com
When we say “we don’t do fluffy PR”, we mean it. We have represented lots of dating websites and many more travel and business hubs. This award-winning consumer PR campaign far exceeded the client’s expectations and cemented our position as a market-leader in news-generation.