The Allergy & Asthma Clinic (‘Salt Cave’)

Brief:
To gain media exposure for this newly-launched clinic, opened in January 09, to give it a regional and national profile and to reach out to target audiences in particular. The hi-tech and therapeutic clinic can bring massive relief to millions of people, particularly children, suffering from a wide range of respiratory conditions and allergies, including asthma, pneumonia, hay fever, bronchitis, sinusitis, cystic fibrosis, eczema and psoriasis. The clinic can also alleviate stress, combat sleeping disorders, improve general well-being and enhance sports performance for athletes.

Solution:
A multi-pronged PR attack was launched, targeting London and national press, children’s media, women’s and men's health and lifestyle media, and sports media. PR Superstar labelled The Allergy and Asthma Clinic as the UK’s first ‘salt cave.’ In all publicity, the ‘cave’s’ many therapeutic and sports performance-enhancing benefits were stressed, along with its remarkable success rates and the high numbers of UK people currently suffering from asthma and allergies; as well as the fascinating history and heritage surrounding salt therapy. Interviews with the clinic’s medic were offered to support its claims. Journalists were invited to ‘test-drive’ the ‘salt cave’ for themselves.

Coverage achieved:
The Daily Mail (a front page and full inside page national exclusive), The Sunday Telegraph, The Sunday Times, The Times, The Sunday Express, The Guardian, The Mail on Sunday, The News of the World, The London Evening Standard (the regional exclusive), London Lite, CNN, BBC1 Newsround, Tatler, Vogue, Attitude, Zest, Well-Being Magazine, Health and Fitness, Women's Fitness, Rugby World, Diver, whereandnow.com, quirkyguide.com, First News, Junior, Marie Claire, Psychologies, www.allaboutyou.com Natural Health, Top Sante, That’s Life, What Mountain Bike, Running Fitness, Women's Running, Wandsworth Guardian…

www.saltcave.co.uk

Testimonial:
"PR Superstar generated hundreds of inquiries and bookings for our new service through mass media exposure for our business, including an exclusive front page story in The Daily Mail. Jill is a real star and played an important part in helping us to become established and successfully grow our business with numerous coverage in regional and national newspapers, magazines, on-line and TV,"
Sofia Benke, Director, The Allergy and Asthma Centre.

Richard Reid Enterprises Ltd

Brief:
Entrepreneur, Harley Street celebrity therapist, and leading HR and communications expert Richard Reid wanted a high-profile public relations campaign to promote his company’s new Charisma Weekend Workshop. The class is aimed at HR professionals, people selling products and services, people with an interest in communication and personal development, and those who want to improve their performance at work.

Solution:
PR Superstar billed the event as the UK's first ever 'Charisma Masterclass' and transformed Richard from Mr Reid into 'Mr Charisma.' Press releases were tailored for the local, regional, national and specialist trade journals. They included information such as ‘Top 5 Tips: How to be Charismatic’ and ‘Top 5 Charismatic People of All Time.’ Journalists were invited to have their own 121 'Charisma Masterclass' with Richard to generate pre-publicity in time for the first class, with invitations for journalists to attend the actual 'Charisma Masterclass' itself to generate media coverage for subsequent classes. Different angles were given to the Charisma story, including sex and relationships, career, health, HR, celebrity, communication and personal development, and so on, depending upon the type of publication.

Coverage achieved:
BBC Breakfast TV (national exclusive), BBC Radio Five Live, BBC2 Working Lunch, The Times, BBC Radio 2's Chris Evans Show, The Financial Times, The Sunday Telegraph, The Daily Express, The London Evening Standard, City AM, The London Paper (regional exclusive), Esquire, Men’s Health, Growing Business, Psychologies, Cosmopolitan, Zest, Natural Health, Financial Management, Director Magazine, Management Today, People Management, Personnel Today, The Recruiter, Human Resources, The Richmond and Twickenham Times, The Richmond Magazine, The Richmond Informer, Kingston Time and Leisure…

www.pinnacleplus.co.uk

Testimonial:
"We were featured on national TV and radio, and splashed across the regional and national press soon after we started working with PR Superstar!"
Richard Reid aka ‘Mr Charisma’

The Leadership Theatre

Brief:
The Leadership Theatre, which inspires high performance for individuals and organisations through a unique combination of 21st century business psychology and theatrical techniques, wanted journalists on key national media to attend one of their up-and-coming events, The Director's Cut, being staged at the prestigious Lamda (London Academy of Music and Dramtic Art) in November 09. The three-day course is aimed at CEOs, Directors and high-flying senior/junior managers. The Leadership Theatre wanted high-profile coverage to drive interest and bookings among their target audiences for future events.

Solution:
PR Superstar leaped into action, drawing on existing business journalist contacts on the national press, as well as new. We emphasised how the event was a UK and world-wide first for leadership training and invited journalists to not just observe the event - but take part in it too, which The Sunday Telegraph, the BBC and The Spectator have agreed to do! Award-winning writer and actress Pauline Melville will fly in from the US to attend the event and write a feature for The Financial Times.

Coverage achieved so far:
The Financial Times, The Sunday Times, The Sunday Telegraph, The Mail on Sunday, The Spectator, CEO Today, BBC Online, BBC Newsnight and BBC World Service have signed up to attend the Director's Cut event; there is also further interest from The Guardian, The New York Times, City AM, Time magazine, People Management, Strategic Communication Management and Reader's Digest.

www.theleadershiptheatre.com

Testimonial:
"Jill very quickly understood and captured the essence of our business, giving us good advice about the type of PR that would be most useful. She is friendly and approachable, and continually keeps us updated, it feels like she is part of our business. Jill is always happy to go the extra mile and after delivering top-level coverage for us in the likes of The FT, The Sunday Times and The Sunday Telegraph, I have no reservations in recommending her."
Clare Amos, Director, The Leadership Theatre

Direct Sunglasses UK

Brief:
www.directsunglasses.co.uk is among the top 3 on-line sunglasses retailers in the UK and is a specialist for designer sports sunglasses. Managing Director Peter Slaney set PR Superstar the task of gaining exposure across the national sports media to drive brand awareness of Direct Sunglasses UK and ultimately, sales of sunglasses.

Solution:
Using a public relations mix of product placement, product reviews, expert comment on eye wear and eye care, and profile-raising competitions, PR Superstar set about securing coverage in the very best national sports magazines, including many 4-page and double page editorial spreads. The PR offensive was launched in spring 09, just in time for the national sports magazines which work 3 months in advance and were planning their summer editions.

Coverage achieved so far:
Triathlete’s World, Running Fitness, The Wisden Cricketer, Today’s Golfer, Sailing Today, Motorboat and Yatching, RIB International, Sports Boat and RIB, www.tri247.com AirlinerWorld, Airforces Monthly, Pilot, Go Flying! Today’s Pilot, Superbike, Cycling Weekly, Cycle Sport, What Mountain Bike, Rugby World…

www.directsunglasses.co.uk

Testimonial:
"PR Superstar does exactly what it says on the tin!"
Peter Slaney

Cherry Woods Skin Clinic

Brief:
Cherry Woods is a celebrity facialist, luxury skin care expert and holistic message therapist. Before teaming up with PR Superstar, she had only enjoyed local media coverage. Her brief was to get her on to the pages of the UK's top fashion and beauty magazines and in the national papers to drive awareness and enhance her standing as a leading expert. In particular, Cherry wanted coverage of her latest collection of signature facials 'The Bloom' aimed at connoisseurs of luxury facial treatments.

Solution:
Having never worked in beauty PR before, we had zero contacts, so we started from scratch. This did not stop us generating outstanding London and national media coverage! We invited the UK's best-known and highly-revered Beauty Editors and Directors to Cherry's London clinic to experience for themselves the magic of 'The Bloom' facial. As well as reviews, we pushed for other editorial, including product placement, expert comment and profile-raising competitions.

Coverage achieved so far:
The Times, The Sunday Times, The Daily Mail, The News of The World, Cosmopolitan, Marie Claire, Elle, Glamour, Vogue, Prima, Country Living, Natural Health, Essentials, InStyle, allaboutyou.com The London Evening Standard, Surrey Life, The London Magazine, The Green, The Richmond Magazine, The Richmond and Twickenham Times.

www.cherrywoodsclinic.com

Testimonial:
"Working with Jill from PR Superstar was one of the best business decisions I have made! I had very clear ambitions and goals about where I wanted my business to go and quite simply, and very quickly, Jill Kent has taken me there. Jill is always determined and relentless in her efforts to get results and never seems defeated even if faced with challenging demands from me. I always felt confident that she was using my budget wisely and trust is so important in a business relationship. I cannot recommend PR Superstar enough! Thanks Jill!"
Cherry Woods, Director, Cherry Woods Skin Clinic