CREATIVE PR: THE TROJAN HORSE OF MARKETING

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CREATIVE PR: THE TROJAN HORSE OF MARKETING

Feb 14, 2020

Firstly, let’s be clear that by describing creative PR as a Trojan Horse, we’re not suggesting any sort of underhand tactics or trickery.

We believe that creative PR is the Trojan Horse of marketing because it provides a clever way to get your brand into the media; particularly useful for those that may otherwise have limited opportunities to do so.

If securing coverage for your brand is the metaphorical equivalent to gaining access to the City of Troy, then creative PR is the vehicle to get you in.

We’re not knocking traditional media relations. This is the foundation of a successful press office and ensures you’re taking advantage of every chance you have for coverage. But opportunities aren't infinite.

By thinking creatively, you can generate new ways to communicate your brand message, share your values, tell your story and secure additional press coverage as a result. It certainly pays to be inventive in your approach to storytelling.

Let us give you an example.

A TROJAN HORSE FOR BVEC: Belle the giant Belgian Draft

Keeping on the topic of horses - although the concept can applied to any industry - we were recently asked by Bourton Vale Equestrian Centre, one of the country’s leading riding schools, to support them with their sponsorship packages for 2020. The centre wanted to let more people, both locally and in the equestrian world, know about the opportunities for businesses to sponsor the venue.

That’s easy right? Simply draft a press release about the sponsorship opportunity and send it out to all local and horsey media.

Wrong.

A press release appealing for sponsorship has little media appeal and would have been too promotional for most journalists.

We needed a Trojan Horse.

This came in the form of a rare breed Belgian Draft mare who weighs the same as a small family car and is as tall as the average person from ground to withers.

Belle, one of the strongest breeds in the world, had just been purchased by the centre as an alternative, more traditional way to harrow fields, replacing the old tractor.

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We used Belle as our Trojan Horse to give the sponsorship story several strong, alternative hooks for the media:

Bringing traditional methods of agriculture back to the Cotswolds
A rare breed
The strongest horse in the world
A philanthropic angle
An opportunity to talk about sponsorship in a non-promotional way

The Results

The story was a huge hit, securing coverage for BVEC in several of the UK’s leading equestrian titles, including Horse & Hound magazine, Horse & Rider magazine, and Cotswold Life.

The nation's biggest countryside magazine, read by over 35,000 farmers nationwide, is due to feature it in the next issue. Several more niche horse driving and riding titles also covered the story; all mentioning the sponsorship packages at BVEC within the copy.

By using Belle as our Trojan Horse – quite literally – we were able to secure coverage in places that would otherwise not publish a story about local riding stable sponsorship.

PR Professionals: The Builders of the Trojan Horse

Creative PR is all about working with an expert who can help you build that powerful media story to get your brand through the gates of Troy.

Whether you’re an equestrian brand, a toy manufacturer, a travel company or an events organiser, a PR consultant worth their weight in salt will be able to come to the table with several bright ideas that have strong media appeal.

Talk to us about how we can help you tell your story to the people who matter through clever and creative PR.

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