YesAuto Says ‘Yes’ to FleishmanHillard to Lead its UK PR Work
May 7, 2021
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YesAuto, the online car marketplace has appointed FleishmanHillard UK to handle its consumer and corporate communications campaigns, following a three-way competitive pitch. YesAuto, launched in the UK in 2020, is a website and app that connects buyers with dealers and car manufacturers through its innovative smart technology to make car buying simpler and more transparent. […]
Draft Day in Jacksonville — The Storm Before the Calm
May 5, 2021
By Jim Woodcock
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The “Presumptive First-Overall Pick.”
That’s how Trevor Lawrence was described during the months leading into last week’s NFL Draft, and it was stating the obvious. The Jacksonville Jaguars owned the choice and would not pass up drafting the 21-year-old from Clemson University widely considered to be one of the greatest quarterback prospects ever to enter the league.
However, when first-year Jaguars head coach Urban Meyer coyly indicated that the decision would ultimately be determined by the team’s owner, all attention turned to Shad Khan.
Khan, who has called on FleishmanHillard (FH) for support in all of his business and sports endeavors since 2010, wasn’t going to play spoiler. However, the opportunity to maximize the anticipation of Draft Day among fans, sponsors, rightsholders and others was the same as Trevor Lawrence himself — once in a generation. With the objective of generating new team business and just having fun, Khan and FH embarked on a plan built on exclusive access for select national media to one of sports’ most intriguing and engaging owners, provided all agreed to focus only on Lawrence, Coach Meyer, the NFL Draft and what Khan thought of it all. The buy-in was 100 percent.
The signature play was the sports front page — and nearly an entire page inside — in The New York Times on the Monday of Draft Week with two trusted NFL reporters who interviewed Khan, Coach Meyer, team executives, college coaches and fans over several weeks. Key to the success of the piece was accepting that the story couldn’t be told without owning how the Jaguars’ struggles in recent years, marked by a 1‑15 season in 2020, made the No. 1 overall pick possible. Client maturity and candor resulted in an epic color spread that wasn’t always glowing, but offered exceptional insight into Khan’s thinking and provided small-market Jacksonville a global stage to espouse hope and belief, and celebrate a moment unlike any in franchise history.
The same morning, a strategically timed Monday Morning Quarterback column on Sports Illustrated’s website led with Khan’s insight on the process of hiring Meyer, who won two national titles at the University of Florida and one at Ohio State, and the impact that a premier quarterback — presumptively, Lawrence — would have on the Jaguars. With appetite growing to hear more from Khan, a strictly invite-only video session with six writers the following day generated additional momentum on the Associated Press wire, NFL.com, the local Florida Times-Union and the team’s website. Khan continued to deftly dodge the question, but Trevormania was hitting a new stride.
In the 24 hours preceding the pick, Khan would make one more sweep with the local official radio and television stations of the Jaguars, the NFL Network and the Black News Channel, of which he is the majority investor. Finally, on Thursday night, it was Coach Meyer and general manager Trent Baalke who made the initial call to Trevor Lawrence, resulting in widespread celebration throughout North Florida while simultaneously creating a sense of comfort and calm among Jaguars fans of all generations. But, it was Khan who enjoyed the privilege the following day of first welcoming the quarterback and his wife Marissa as they arrived at the stadium for introductions, a raucous exchange with third-graders and a press conference that finally made it all real.
NBC’s Peter King, who was afforded private Friday morning sessions with Khan and Coach Meyer, aptly concluded his report this past Monday with a parting thought from Khan:
“We’ll enjoy the honeymoon,” Khan said, “until the ball is snapped.”
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To mark Breast Cancer Awareness Month in 2019, Roche partnered with the Marie Keating Foundation, one of Ireland’s leading cancer charities, to raise awareness of the signs and symptoms of breast cancer.
Standing out above the noise
For more than 30 years, cancer charities across Ireland – and the world – have used Breast Cancer Awareness Month as an opportunity to promote breast health. Over the years, many organisations have simply not been able to cut through the noise and deliver their messages in a memorable way.
To address this, we wanted to run an engaging campaign that would resonate with every woman between 25 and 40, to spark conversation and raise important awareness of the disease.
We took the bra – a symbol of breast support and intimacy – to be the creative concept for the campaign. It became the centrepiece for an integrated communications campaign that informed and engaged women to learn about breast health in a colourful and unexpected way.
Going glam
While bras are typically worn under clothing, they come in all shapes, sizes, colours and fabrics, just like each woman is unique and each cancer journey is different. We tasked 20 campaign ambassadors to ‘glam up’ a plain bra using various materials and personalise it to their own taste, style and individuality. These ambassadors included well-known TV personalities, journalists, health and lifestyle influencers, and creatives; and each one took part in the campaign for free. The newly created bras would be shown externally – bringing the designed pieces to the front of the conversation, just as we wanted internal thoughts around breast cancer to be discussed externally.
Putting the bras on show
The bra creations drove the conversation – both via vibrant media coverage and on social channels. With each ambassador displaying their bra on social media, women across Ireland were encouraged to get involved by creating their own bras, and sharing them on their own channels, further amplifying the campaign’s message.
We also leveraged an existing partnership between the Marie Keating Foundation and a national retailer to display the bra creations in the window of their flagship store – on Ireland’s busiest street!
The result
The Glam Up Your Bra campaign succeeded in creating a multi-faceted, integrated and impactful campaign that resonated with women aged 25 to 40 in Ireland. Highlights include:
Reached 600,000 people through print, online and medical trade coverage which was amplified by more than 500,000 additional social media impressions.
The bra creations with call to action were viewed by over 480,000 people walking by the national retailer’s flagship store.
Increased site visits to breast cancer information on the Marie Keating Foundation website, doubling to more than 108% during Breast Cancer Awareness Month.
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#RightByHer Campaign: Supporting Women’s Rights in Africa
August 18, 2020
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Earlier this year, the German NGO Deutsche Stiftung Weltbevölkerung (DSW) approached our Brussels office for a new video project. After the #TrumpetHealth video campaign, they wanted us to help raise awareness on Sexual and Reproductive Health and Rights (SRHR) issues for women in Africa. […]
Roche Supports the Marie Keating Foundation to Help Raise Vital Funds in ‘COVID-19 Appeal’
May 26, 2020
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Due to the Covid-19 pandemic, the Marie Keating Foundation were forced to cancel or postpone all of their fundraising events – a critical blow to the cancer support organisation. The Foundation does not receive any government funding and relies heavily on the money that is raised through its own fundraising activity, and through events organised by other individuals and organisations. […]
FleishmanHillard were once again delighted to be involved with this year’s INCOGNITO Art Sale in aid the Jack & Jill’s Children’s Foundation, supported by William Fry. Despite having to completely change the campaign due to COVID-19, 2020 proved to be the best year yet, with the campaign managed by Lydia McDermott and Megan Grennan. […]