Digital PR agency’s sports campaign secures trio of PR award shortlists
A podcast series for fans on the move and recognition from international journalists have helped a North Wales-based digital PR agency achieve nominations for three prestigious PR awards.
Attention-grabbing content during Outwrite PR’s campaign called Fly, Eagles, Fly, to sell memberships of British and Irish Eagles, a UK fan club for the Philadelphia Eagles, has earned the agency a nomination for best mobile content campaign at the annual UK Content Awards.
It has also been shortlisted in the best digital & social media and best low budget campaign categories at the Public Relations Communications Association (PRCA) Wales & South West awards 2019.
The agency was tasked with raising awareness of British Eagles, a UK-based fan organisation. British Eagles used the higher profile to support its goals to introduce paid membership.
Outwrite’s activity resulted in a ten-fold increase in website visits, as well as enhanced social media and podcast stats, and the group exceeded its target for membership sales.
Outwrite managing director Anthony Bullick said that, while the media credentials, for which Outwrite is well-known, allowed the agency to interview players and coaches at a media/practice day and post-game in the locker room, the agency’s digital experience turned the ensuing content into a campaign worthy of shortlisting.
He said: “It’s one thing thinking on your feet and generating creative content, but it’s how you apply it online that counts.
“Outwrite was an early adopter of digital PR. We’ve honed our skills, and are now very successful in integrating elements such as social media, podcasts and search tactics to deliver what the client wants.
“For example, our podcast cut through the digital noise to build relationships between the brand and the target audience.
“We were also flattered when the Eagles’ own promotional team used clips of Outwrite’s questions at the UK press conference in its own PR campaign.
“In addition, a Philadelphia reporter called our man on the ground ‘the biggest Eagles fan in Europe’ and interviewed him on live Philadelphia TV.”
Anthony added: “Sports content is now a specialist area for us. From work with Active Cheshire, Connah’s Quay Nomads and now this transatlantic work, we’ve developed a niche in understanding the fan bases of different sports.
“We’re very proud that our work is being recognised in this way. It shows that regional agencies can have as much expertise as the big PR firms across the UK.”
The UK Content Awards celebrates excellence in content marketing and rewards agencies and in-house teams creating high quality, engaging content to ultimately deliver traffic and profit.
Now in its 50th year, the PRCA is the world’s largest PR professional body, representing well over 30,000 practitioners.
The agency’s clients include Bromborough-based LBW Chartered Accountants, UK-wide engineering, environmental, and planning consultancy Caulmert, Jones Bros Civil Engineering UK, and foodservice buying group Fairway Foodservice.