In this white paper we explore the six pillars of successfully communicating out of a pandemic, with step-by-step guidance and example case studies.
Communicating Out Of A Pandemic
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Author: chapter
Chapter stories
Iconic bridal fashion house Vera Wang has taken exclusive residence at The Wedding Gallery. To celebrate, we collaborated with the New York HQ and TWG to host an invite-only trunk show for brides and press showcasing a preview of the incredible Spring 2019 Collection for the first time in London. The ultimate event in the world of wedding PR.
Keep scrolling to unveil beautifully bold bridalwear like you’ve never seen before.
#weddingpr #collectionshowcase #verawang
LAUNCH EVENT
Event Management | Communication Strategy Development | Public Relations Campaign
We were briefed to launch the multi-million pound exclusive-use venue Millbridge Court with a spectacular party. Alongside the venue’s catering partner Kalm Kitchen, we created an experiential event concept that was a feast for the senses and invited the industry’s movers and shakers to attend.
Credits- Photography: Anneli Marinovich
#weddingpr #millbridgecourt #venuelaunch
COMMERCIAL PHOTOSHOOT
We’ve worked on several projects with The George in Rye since 2012 and our most recent brief was to inject some fresh life into their wedding offering to drive enquiries. We partnered with leading event suppliers to conceptualise and create a series of gourmet grazing stations. These interactive food stalls were a huge hit among the press and couples alike, becoming a key selling incentive and revenue drive for the venue.
Credits- Venue & Food: The George in Rye | Photography: Amy O Boyle | Food Styling: Kalm Kitchen | Styling: Kim Balasubramaniam | Flowers: Alex Ball Flowers | Sequin Linen: Pudding Bridge
Brand Activation
There’s floral designers and florists. And then there’s Ricky Paul. Easter is traditionally a time when press receive several hundred Easter eggs and bunches of flowers, so it’s increasingly difficult to cut through and make your brand stand out. We curated a list of key media targets and leading event planners who would all receive a beautifully eccentric gift in the form of a 4ft Faberge-style egg, complete with gold leaf, ostrich feathers, ribbons and fresh flowers bursting from the centre. We worked with the talented Elmo Paperstories to create the perfect gift tag, and spent the day driving around London hand-delivering the eggs, along with handmade floral bunny ears, to the delight of recipients.
Profiling
During the mania of Meghan & Harry’s wedding in May 2018, we were tasked with positioning British bridal & eveningwear designer Charlie Brear as an authoritative voice on Meghan’s wedding day style. We partnered with leading fashion psychologist Dr Carolyn Mair to share their insights on what Meghan’s style will say about her and secured an appearance for the duo on the TV show Loose Women.
Profiling
Who better than legendary photographer Hugo Burnand to provide a fascinating insight into the inner workings of a Royal Wedding? We built a media schedule for Hugo surrounding the occasion – a blend of live and pre-record news studio sessions in London and live broadcasts from the grounds of Windsor castle – to guarantee exposure in key territories and solidify his position as the world’s most revered portrait and event photographer.
The carefully curated media schedule included live appearances on BBC One and BBC World News, LBC Radio, CNN, CNN International, CNN Latin America and Sky News as well as pre-record breakfast news slots on various European state broadcasters. Hugo was also GQ‘s ‘man on the ground’ and provided commentary to Tatler for their coverage of the event.
“Thank you for your amazing work over the Royal Wedding. It has been phenomenal, you really did an amazing job, thank you so much. I’m not really sure how to thank you properly, having never had such an experience before. Everything worked perfectly. The timings all slotted in and the breadth of coverage from Asia to America with everything in between was wonderful. I also felt your presence on site was incredibly supportive and made a huge difference.”
– Hugo Burnand, Photographer and holder of the Royal Warrant –
Profiling
The undisputed king of party planning and self-styled ‘Party Architect’ has personally worked on over 70 events for the Royal Family, amongst them Prince William’s notorious ‘Out of Africa’ 21st birthday party. We managed an intense and carefully constructed media schedule for Johnny in the build up to the Royal Wedding, that included a live interview on the BBC Radio 2 Jeremy Vine show and several high profile international news broadcasts. We also handpicked a number of slots, including a breakfast TV interview in Norway where Johnny has close family ties, and a Ukrainian magazine show on the public broadcaster, to cover key demographic targets for him.
Media Relations
We’ve partnered with leading events filmmaker The Filming Business for the last 18 months to amplify the brand within the luxury lifestyle, weddings and events market. Alongside owner Andrew Gemmell, we unearthed an emerging trend for affluent families taking filmmakers on holiday to capture their travels on camera. We instantly knew this was a story that needed to be shared. A full page of coverage was secured in The Observer, The Guardian online and page 3 of The Times, generating multiple enquiries and bookings.
“Chapter have delivered results I never imagined possible. I had hoped for some articles in good magazines but the results have been outstanding. Page 3 of The Times?! Just incredible. They are dedicated and persistent and only work with brands they would personally recommend. Our investment in them has paid itself back multiple times and has become a necessary annual expense.”
– Andrew Gemmell, CEO, The Filming Business –
Editorial
We secured a 10-page lookbook editorial feature in Condé Nast Brides on behalf of our client The Wedding Gallery. Inspired by the bold style of Dolce & Gabbana and the colours and contrasts of Mexico, the brief was to deliver a look full of energy, pattern, heritage and soul.
“Chapter understand the very high creative standards that I have to meet and that makes them invaluable as a PR partner. Their ideas, passion and connections in this business puts them miles ahead of the competition which means they are often my first phone call when I am planning major coverage and events. They are big thinkers who can deliver what they promise, and I have come to think of them as an extension of the Condé Nast Brides team.”
– Jade Beer, Editor, Condé Nast Brides –