Kensington Palace
Incredible press coverage for afternoon tea
When you are already known for luxurious afternoon teas, how do you make the nation's press take notice of a new offering? The Orangery at Kensington Palace had bagged an exclusive: sale of the UK's only single blend tea from the Tregnothnan estate in Cornwall. We needed to cause a stir.
The Challenge
The Orangery and Air have been happy work buddies for some time, and we knew that there was something very special: the UK's only home-grown blended and single blend tea exclusively available at The Orangery.
So, the real challenge for us was to create and implement a fantastic campaign that would surpass the results of anything we had done before. The Action Plan Working at full throttle as we often do, our PR Trailblazer package was tailored to deliver a four-stage PR campaign.
From distribution of 'What's On' information to invitations and
personal tea tastings for targeted journalists, we were determined
to create the biggest buzz any tea could give!
The Results
- We secured fantastic national coverage in a wide range of titles from newspapers to food and lifestyle magazines
- The estimated PR value of the exposure was £1.2m
- This was one of the most successful PR campaigns for The Orangery (and pretty damn successful for us too)
The Verdict
"We have had PR success beyond our greatest hopes, achieving an increase in customer numbers, spend per head and bottom line profitability. We have had coverage on BBC radio, Red magazine, The Guardian, The Evening Standard and Daily Telegraph newspapers and scores of online magazines to name just a few."
Katie Fluester, The Orangery, Kensington Palace
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