Consumer and lifestyle PR
Established as a leading public relations agency in corporate and financial PR, Drury has been quietly building a reputation as an expert in consumer and lifestyle PR. The consumer division of Drury is a young, dynamic team with a mix of creativity, talent and knowledge of the ever-changing PR landscape that allows us to serve clients' needs to the very highest standards.
We have delivered creative, successful campaigns which capture the consumers imagination and which result in brand recognition and increase in sales for a diverse client base. We have organised everything from large scale product launches to small budget photo calls and social media campaigns. The consumer team has experience in promoting, enhancing and managing high-profile brands in the FMCG, healthcare and lifestyle sectors including food and drinks brands; fashion; beauty, nutrition and healthcare; motoring; hospitality, travel and tourism; and mobile telecoms; with excellent relationships with all media in broadcast, print, online and bloggers. Through smart and creative consumer communications, we energise, elevate and promote the products and services of some of the world's most successful brands.
The consumer and lifestyle PR division of Drury specialises in:
- Creation and implementation of comprehensive PR strategies and campaigns, social media campaigns and digital marketing strategies
- Programme planning and development
- Integrated communications campaigns
- Media relations including photo calls, media briefings and press trips
- New product launches
- Event management
- Issue management
- PR stunts and guerrilla marketing
Oesophageal Cancer Fund - Lollipop Day
A fun, colourful brand with a very serious message, the Oesophageal Cancer Fund has been a client of Drury for the past eight years. We have worked with the OCF to build the brand and promote their annual fundraising day called 'Lollipop Day'. The key objectives of the charity are to raise awareness of the cancer and its symptoms and to gain support on support on Lollipop Day, both for donations and volunteers. It is a nationwide campaign that involves PR, advertising and social media and this year, Drury worked on a cross agency team to develop an truly integrated campaign. With the support of the Minister for Health and brand ambassadors Padraig Harrington (golf pro) and Sonny Knowles (singer and performer) to attract media attention, Lollipop Day was a huge success and created a lot of noise.
The Lollipop Day social media campaign helped to build excitement and anticipation with 7,000 likes on the Facebook page and the Twitter hashtag #lollipopday used throughout the campaign. Despite the economic downturn in Ireland, 2012 donation figures reached an all-time high. The campaign got incredible traction in the media, with the national press covering the launch as well as TV3 News, RTE News and interviews on Ireland AM and radio, as well as features pieces across all titles including front page of the Irish Times Health Plus.
Peroni Nastro Azzurro - Emporio Peroni
With a reputation as a luxury lifestyle brand, Peroni Nastro Azzurro exclusively unveiled Emporio Peroni, a minimalist pop-up installation at 37 Wicklow Street, Dublin 2 opposite another style icon, Louis Vuitton, to establish Peroni Nastro Azzurro's credentials as a premium lifestyle Italian brand in Ireland. In celebration of Italian style and culture, Drury launched the brand in Ireland with an intimate fashion party. In order to raise awareness of the campaign and to call on Dublin's fashion media and trendsetter audience, a PR campaign was put in place to talk to Ireland's glossy publications, fashion editors, influential style blogs and social trendsetters. Italian designer, Vivi Ponti flew in from Milan to launch the fashion emporium previewing her SS/11 collection. The pop-up Emporio Peroni remained in place as a living installation for a week. The minimalist, pristine white room was empty; alone stood two bottles of Peroni on two separate white pedestals, a white Smeg fridge and an Italian bodyguard at the entrance of Emporio Peroni. The aim was to raise awareness and intrigue the passing traffic. The launch was a PR success setting the tone for future launches and Peroni Nastro Azzurro was requested as drinks sponsor for style and fashion events.
The Doyle Collection - Building a luxury lifestyle brand
Drury works with the international luxury hotel group The Doyle Collection, to position the group as a luxury lifestyle brand and to profile its portfolio of 11 collectively individual¯ hotels. The Doyle Collection's hotels are each set in the most fashionable quarters of six major cities across Ireland, the U.K. and the U.S., including the flagship five star Westbury Hotel in Dublin. From launching the new brand in 2008, to identifying and creating luxury partnerships, to organising international press trips and building the brand's profile through innovative media relations programmes, Drury works closely with The Doyle Collection to ensure that the brand and the individual hotels are synonymous with memorable luxury and understated elegance.