Background

A ten-year anniversary, even for our client Loyds TSB Development Capital in Leeds, does not in itself generate massive excitment. To make something of the event we had to think more broadly than just press relations. Our brief was to raise the profile amongst prospective customers and generate referrals from the Leeds financial community.

Programme

Pelican developed a multi-faceted approach covering advertising, direct mail, personalised gifts, and, yes, public relations but with investment in high standard photography to gain both reader and editorial attention. Press focus was on key target market publications like The Yorkshire Post and Business in Yorkshire. In addition to the news release, a 'question and answer' feature ran in the Yorkshire Post around the anniversary time.