At Wild West, our guiding value is ‘Better Connected’. The long-standing relationships we forge with journalists, influencers and of course, our clients, is at the core of what we do. But it goes further…
In a divergent industry where the scope of PR is evolving, our connections need to be even more far reaching; branching out to independent organisations, local enterprises, community groups, talent agencies and – in the case of our most recent partnership – the Clarence House Communications office.
On 16 July, we joined Ginsters in marking its 50th anniversary; a celebration which made national headlines as the UK’s favourite pasty maker welcomed The Duke of Cornwall and The Duchess of Cornwall to its Callington-based bakery.
The visit was part of Their Royal Highnesses’ three-day trip to the South West, focusing on long standing regional businesses which help bolster the area’s food and drink sector.
From introductory conversations to ongoing stakeholder liaison, we worked in tandem with Ginsters and the Clarence House team to help both facilitate the visit and engage the media – national and regional – in our story. It was a 360° approach to integrated communications: briefings, media relations, on-the-ground interviews and social media.
The experience cemented for us the importance of working not only as an extension of our clients’ teams but also their stakeholder teams too. Together, we achieved more than 50 editorials across broadcast, print and online, driving a combined reach of over 720m with a digital spike of 603,000 impressions. From the front page of the London Evening Standard to ITV News, Ginsters was a trending news story.
And so we dedicate this blog to Ginsters… for delivering an incredible event, which even included a masterclass in pastry crimping with The Duchess of Cornwall; another milestone in the brand’s half-century history as the pasty pioneer. Happy 50th Anniversary!