- Refresh the brand image in the GCC market and reaffirm its positioning as a premium and authentic English product
- Educate the media and, consequently, the targeted consumer about the history and quality of the brand
Twinings: Six week PR campaign
Objectives
PR Actions
- We organised an exclusive high tea media event at the Burj Al Arab Hotel and invited top-tier target media to attend
- Press interviews were arranged at the event for Mr Stephen Twining, 10th generation of the Twining family, who was in attendance
- Q&As were also arranged for Mr Stephen Twining and the company’s master tea blender in the weeks following the event to secure additional features
Results
- After the short six week campaign, 30 articles were published as a direct result of the PR campaign, including in The National, City Times, Caterer Middle East, BBC Good Food and Good Taste
- The heritage and history of the brand was highlighted through X interviews with Mr Stephen Twining, who effectively communicated the brand’s key messages through the press