Using thorough media relations and digital B2B PR to position Wrekin Products, which created a bespoke manhole cover in celebration of the 50th anniversary of Abbey Road, as an innovative building products designer and manufacturer.
In September 2019, we worked with Wrekin Products – a leading UK designer, manufacturer and supplier of specialist products such as ductile iron access covers and gully grates for the civil engineering industry – and Thames Water to provide support, PR and social media content for the launch of its collaborative Abbey Road manhole cover in celebration of the album’s 50th anniversary.
Wrekin’s unique selling point is its innovative design and technical expertise; we were tasked with bringing the company’s innovation to life through this campaign.
Both Wrekin and Thames Water were involved in the project, so we worked in partnership with the two companies, holding conference calls and creating a campaign plan, to ensure both parties with happy with the process.
Once the campaign plan was signed off by the stakeholders, preparation was key; creating diverse and detailed media lists to nurture our existing relationships and introduce the client to editors for the first time.
We targeted trade press – including highways, civils, water, infrastructure, and architecture – as well as local/regional media outlets in Lichfield and Birmingham, where Wrekin is based. The media lists focused on broadcast, print and online media in London, as well as national publications, with a focus on entertainment and showbiz. We also aimed for broad exposure by targeting The Beatles fan pages and blog sites.
To entice the press and stimulate media attendance on the day, we drafted a media alert, which was issued ahead of Abbey Road’s anniversary.
We also drafted a press release, which was issued under embargo on 25 September along with images of the manhole cover in situ – this was, once again, used to set up broadcast interviews and also give media time to ask any further questions ahead of the anniversary.
We created a social media schedule for Wrekin’s Facebook, Twitter and LinkedIn accounts, which included teaser posts scheduled for the afternoon of 25 September to garner interest. Social posts were also scheduled for the morning of 26 September announcing the collaboration and showing images of the manhole cover in situ.
Our team also did lots of work on the day, liaising with the client on the ground and maximising press opportunities. We provided on the day social content – engaging with journalists, influencers and celebrities who were present at Abbey Road, as well as posting content that was submitted by the Wrekin team using the communications WhatsApp group. We also kept the conversation going by sharing links on social media in the days that followed.
After the event, we approached key trade titles and pitched a “how it’s made” feature to gain even more value from the content available. Securing a feature in tier one title Water Active allowed the client to further showcase its expertise behind-the-scenes during the design, manufacturing and installation of the manhole cover.
A total of 30 Abbey Road-related press clippings were generated between 25th September and 9th October, with a total reach of 3,490,795 and AVE of £47,402. 83% of coverage generated came from online platforms, with 14% and 3% from print and broadcast outlets respectively.
62% of the clippings were from regional publications. This was followed by 21% from trade media outlets. 10% and 7% came from Beatles/London travel blogs and national press respectively.
In total, 50 Abbey Road-related tweets were sent out on Wrekin’s Twitter between 25th September and 8th October. These generated more than 22,000 impressions, an engagement rate of 0.80% and 575 profile visits, showing people were interested in finding out more about Wrekin.
Between 25th September and 8th October, five Abbey Road-related Facebook posts were published on Wrekin’s account. These reached more than 2,500 people and were shared 22 times, generating a total of 90 likes.
12 Abbey Road-related posts were published on Wrekin’s LinkedIn between 25th September and 8th October. Between these dates, Wrekin gained an additional 60 LinkedIn followers. These posts generated more than 8,900 impressions, with an engagement rate of 7.50%.
There was also lots of positive engagement on Wrekin’s social media accounts, with followers praising the company and its innovation.
"An excellent return and ‘bang per buck’!"
Paul Neilson, business development director
Cartwright Communications worked with Wrekin Products and Thames Water, providing support, PR and social media content for the launch of their collaborative Abbey Road manhole cover in celebration of the album’s 50th anniversary.