Twinings: Six week PR campaign

Objectives

  • 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

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