FLYING THE FLAG FOR THIS ENGLAND PUBLISHING “STANDING UP ON THE MAGAZINE STAND”
This England Publishing Case Study
Jun 12, 2015
This England Publishing wanted to move away from the twee curtains that had begun to close in on it and instead adopt a pair of shiny modern venetians. They needed an agency that could help them make the right noise and talk about the magazine’s relevance today.
We’re good at noise, we said.
Hijacking St George’s Day, we created a campaign to get the great English public celebrating the national day once again and re-educate the masses on the true values behind the symbol of the patron saint, the St George’s Cross instead of those misplaced ones, spouted by silly people
We’re good at noise, we said.
Hijacking St George’s Day, we created a campaign to get the great English public celebrating the national day once again and re-educate the masses on the true values behind the symbol of the patron saint, the St George’s Cross instead of those misplaced ones, spouted by silly people
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Transcript
FLYING THE FLAG FOR
THIS ENGLANDPUBLISHING
“STANDING UP ON THE MAGAZINE STAND”
THE CHALLENGE
This England magazine wanted to move away from the
twee curtains that had begun to close in on it and instead adopt a pair of shiny modern venetians.
With a new editor and attitude in tow, they needed an agency that
could help them make the right noise and talk about the magazine’s relevance today.
We’re good at noise, we said.
First step was a campaign to get the great English public
celebrating St George’s Day again and to re-educate the
masses on the true values behind the symbol of the patron saint, the St
George’s Cross , instead of those misplaced ones, spouted by silly people.
WHAT WE DID
Over two years, we worked with respected research
groups to survey the great English public on
what they really knew, or what they thought they knew about St George, and how they felt
about flying the flag.
Fascinating results, such as seven out of ten people
not even knowing when St George’s Day is,
40% not knowing why he is the patron saint and
one in four admitting that they feared being branded 'racist' should they fly the flag helped us to develop exciting news stories that reflected the true state of English public opinion.
HOW IT WORKED
Armed with fantastically engaging news
releases we targeted key publications and journalists
that we knew would love the story. From religious affairs
editors, to politics, to big mouth columnists and even
the Arch Bishop – our approach was perfectly timed to
ensure that they all wanted the story and we ‘owned’ the day.
Alongside print and online we hired a studio to run
syndicated radio interviews with
the editor of This England magazine.
43 radio interviews including sky news within the
space of one morning wasn’t bad going... Even if we do say so
ourselves.
RESULTS
11, yes 11 pieces in national newspapers, including four full page
articles and the story was also published on numerous national newspaper online sites.
20 pieces of branded coverage in
leading regional newspapers.
43 radio interviews with the story
also covered online.
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