Roxhill's search and list-building tools helped THE PIG Hotel to identify and connect with the right journalists, leading to increased brand visibility and positive media exposure both nationally and regionally.
Key features used
- Media database
- Advanced journalist search
- Media list builder
- Press release distribution
Key coverage
- The Caterer
- The Times
- Telegraph
- Financial Times
- Guardian
The challenge
At THE PIG, the UK travel media has covered the story in various ways – restaurant with rooms, a 25-mile menu, kitchen gardens, using local suppliers, upcycled furniture, pigs, and more.
But as the group headed into its 13th year, Emma Cripwell, the Publicist for THE PIG, had to find new ways to tell their story. More importantly, she needed to find ways to reach journalists who hadn’t already received dozens of emails from her.
Over the last decade, the rise of sustainability in the news is clear for everyone to see. Most self-respecting media outlets now have a sustainability or environmental editor.
With sustainability embedded in THE PIG’s DNA – not something added retrospectively – Emma brought this story to the forefront as consumers have become more open to this conversation.
The solution
Roxhill’s advanced search tool allows Emma to efficiently find regional journalists by topic, sector, keywords or company whenever THE PIG news is announced in their area.
Available detailed journalist profiles offer insights into what journalists write about, what interests them, and what pricks up their ears.
Adding relevant journalists is effortless with Roxhill’s list-building and pr distribution features, ensuring their press releases landed in the right inboxes.
Emma schedules outreach, plans and saves time – knowing all public relations campaigns are running smoothly.
The results
With every launch announcement, THE PIGs will receive 20 to 30 pieces of print and online coverage.
Each PR campaign secures a long list of features, titles include The Caterer, The Times, Telegraph, FT, Guardian and Mail
We asked Emma Cripwell, Publicist for THE PIG Hotels what sets Roxhill apart.
“Where Roxhill helps every time with PIG launches is the regional data. If a PIG is opening in a county where I don’t already know the journalists, Roxhill always helps me research key local journalists who aren’t on the national beat.
They are vital to my campaigns. Not only do these regional journalists write about THE PIGs in widely-read local titles, but these writers also live within the community so are part of the target market.
Regional titles should never be underestimated, and Roxhill’s data is always accurate and key to any PIG campaign.”
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