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"14 quality media attended the briefing, resulting in 20 pieces of coverage reaching an audience of almost 2 million"
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Driving Fame and Multi-Product Distribution for Border.

The Challenge
To raise the profile of Border outside of Scotland across key retail and OOH media. 

 

What we did
In 2022, as part of a major brand refresh, we identified a £190m untapped category opportunity and used this insight to grab media attention and deliver a total trade comms campaign spanning earned and owned PR. 

 

Led by a virtual media briefing with top tier journalists (involving tea & biscuits of course!), wider activity also included in-depth interviews with Border MD, thought leadership, high impact media buying, plus a plethora of editorial coverage across key retail and OOH titles​. 

 

Our job for 2023 is to expand distribution across Premium Retail and OOH (with a focus on 3-4* hotel, travel & accommodation buyers)​ via targeted media partnerships with Garden Centre Retail, Eat Drink Sleep and Hotel Magazine. 

 

Results
Placed Border firmly back on the radar of key journalists. Our insight also got the media talking and writing about the brand, helping drive greater distribution (and shelf space) across key trade partners​.