Special
Case studies
The Plan In December 2020, we started working with Fish Legal. Fish Legal is a not-for-profit membership association which promotes and encourages the conservation and sustainable management of UK rivers, stillwaters and coastal waters and the role of angling within this. Fish Legal use the law to fight pollution and other damage and threats to the water environment on behalf of anglers, clubs and fisheries. The way Fish Legal operates is unique in that its membership association and everything its lawyers do is funded collectively by members’ subscriptions, donations and legacies. These funds are pooled so that no member has to take on the costs of legal action. Fish Legal won a landmark case for the Scottish Creel Fishermen’s Federation (SCFF) against the Scottish Government about the use of damaging trawled fishing gear in the inshore in January, which we supported with press outreach in Scotland and nationally in the rest of the UK, speaking to journalists who cover stories and news within conservation and the environment, as well as specialist fishing press. At the end of February, an update on the case meant we were able to reach out to press again to support the organisations involved, by further spreading the word and following the case as it progresses. The Results . The Plan In September 2019, Orvis UK launched the super-stylish Flat Creek Tech Flannel Shirt; an innovative shirt that is constructed using recycled bottles and oyster shells and blended with cotton for a super-soft finish. With 2019 seeing a surge in the demand of sustainable fashion for an ever-growing market of eco-conscious consumers, we were quick to realise the potential of the new plaid range. As a company, Orvis UK specialise in fly fishing apparel and equipment, as well as an extensive dog-accessory range. However, we planned to spearhead an influencer campaign which would not only attract their core customers but would also attract a new demographic. We planned to do this by targeting both influencers with a large social media presence and micro-influencers who are well respected in their sector and receive significant engagement. We were particularly interested in getting verbal feedback from the influencers, which in turn, helped us to identify valuable product information for Orvis UK. The Results We secured partnerships with fly fishers, outdoor lifestyle influencers and public figures. Following this, we distributed the shirts to them and were consequently worn in social media posts with tags to Orvis UK. Collectively, the shirt reached an audience of over 200,000 and correlated with a sharp increase in sales of the Flat Creek Tech Flannel. In summary, from start to finish, we gained extensive influencer coverage for the Tech Creek Flannel Shirt by: We have worked on some fabulous projects with Boisdale’s four restaurants and bars in London. One of our favourite projects this year was to gain press for their Burn’s Night Supper. Burns Night always falls on January 25th and gives London an excuse to celebrate Scotland’s national poet, Robert Burns, with lots of food, whisky and partying. Owned by Scotsman and bon viveur Ranald Macdonald, described by Tatler as ‘the most politically incorrect restaurateur in Britain’ and The Times as ‘the sort you’d expect to brush his teeth with Laphroaig and eat devilled kidneys for breakfast before ascending to the moors to kill something, preferably ruminant’ Boisdale are the ultimate Scottish themed restaurants in London and the perfect venue for a Burns Night celebration. We were tasked with communicating this to the press and below is a collage of just some of the editorial highlights we managed to secure.
Press Support for Fish Legal
We secured secured tier one National and specialist press including BBC News, The ENDS Report, The Herald, Fish Focus, Press & Journal and Fishing News.
Influencer Campaign for Orvis UK
Burns Night at Boisdale 2018
