WORK THAT WORKS
UMBRO
Launch of England football shirt
To engage a wider audience beyond England football supporters, Umbro launched the England Away football shirt on the band Kasabian. This was done when the band was playing 'away' at a concert in Paris. Some might say a risky thing to do live in front of a French audience. But the film of the shirt reveal and the hero shot generated 400 articles (circulation 21.5 million, DPS in The Sun); Twitter, Facebook, YouTube and umbro.com usage was doubled; and for 16-24s the brand image (being cool, fashionable and ‘a brand for me’) improved over twofold.
The campaign won 'Best Use of PR' at the prestigious Sports Industry Awards.
"Catherine is a rare combination, creatively sharp yet commercially minded, always keeping the bigger picture in mind when it comes to securing brand coverage. She is organised and tenacious with an extensive network of media contacts across the trade, sports and lifestyle sectors and beyond. If you're looking for meaningful, intelligent PR, I'd recommend her without hesitation."
Trevor Cairns, former Umbro CMO and current CEO of LOVE
CYCLEPLAN
Brand relaunch
When appointed by online cycle insurance company, Cycleplan, the brand was languishing on page 13 of search engines. Move recommended and negotiated a contract to sign Olympic cyclist Lizzie Deignan as ambassador, the result of which was record sales for the brand.
This was supported by a rewrite of the website with SEO friendly copy and setting up a content and social media strategy. @cycleplan quickly became number one in its category for followers.
Today Cycleplan ranks on page 1 in search engines.
"From working alongside Catherine in my capacity of Managing Director, I’ve personally found it refreshing, working with someone who is not afraid to challenge and question. She’ll certainly never be labelled “a shrinking violet”! She remains unwavering in her determination to ensure that the correct outcome is achieved and executed time and time again."
John Woosey, Managing Director at Ripe (owner of Cycleplan brand)
POWERLEAGUE
Rebranding campaign
Move loved working on this rebranding campaign. It was a project that truly gave a chance to do something new in a sector we care about - grassroots sport.
Move raised the profile of Powerleague's CEO with features in Property Week and Sport Management; announced the company's ambitions (The Telegraph, The Times, BBC, Evening Standard) and celebrated the game of 5-a-side football on social and through media relations (6-page feature in FourFourTwo).
"Experienced, adaptable, calm, pragmatic, a real team player and someone who is always willing to get stuck in - I could go on and on. I'd recommend Catherine as a safe pair of hands who can easily integrate into your business and add real value in a short space of time."
Caspar Nelson, Marketing & Sales Director, Powerleague
SECUTIX
Thought leadership & media relations
Move launched SecuTix, a provider of a ticketing engagement platform for the sports, culture and leisure industries, in the UK.
Move manages a programme of thought-leadership content, positioning SecuTix as an innovator in the sector. White paper topics include a case study on ticketing for UEFA Euro 2016; how blockchain technology can tackle fraud; and business practices adopted by leading European museums. The result is more traffic to SecuTix's platforms and a powerful tool for new business leads.
"Catherine has a knack for writing engaging long haul content that positions a brand as a thought leader. She asks the right questions to unveil the value behind a product feature and she is able to connect the technological aspect with a business message that resonates with the targeted audience."
Isabelle Huber-Genestoux, Marketing & Communications Manager, SecuTix
UMBRO
Influencers, event organisation, media partnerships & media relations
Umbro is Manchester born and bred. For 95 years the football brand has been based in the city and to celebrate the anniversary they created a piece of street art celebrating what football means to Manchester.
Through an influencer campaign and a media partnership with the Manchester Evening News, we asked Mancunians what football means to them using #umbromanchester. 11of the best tweets featured on the wall.
The 10-m high piece of street art was unveiled to the media. The campaign featured across football and regional media including Sky Sports News, That's Manchester, Radio XS, Hits Radio, Mundial, Manchester Evening News and was shared by football and Manchester influencers.
I did not have to think twice about approaching Catherine, when we needed Communications expertise for Umbro. On every project Catherine excelled at the results she delivered - and made the whole process easy and fun.
Helene Hope, Head of Global Brand Ops at Umbro
To celebrate Umbro's
UMBRO
Influencers, event organisation, media partnerships & media relations
Umbro is Manchester born and bred. For 95 years the football brand has been based in the city and to celebrate the anniversary they created a piece of street art celebrating what football means to Manchester.
Through an influencer campaign and a media partnership with the Manchester Evening News, we asked Mancunians what football means to them using #umbromanchester. 11of the best tweets featured on the wall.
The 10-m high piece of street art was unveiled to the media. The campaign featured across football and regional media including Sky Sports News, That's Manchester, Radio XS, Hits Radio, Mundial, Manchester Evening News and was shared by football and Manchester influencers.
I did not have to think twice about approaching Catherine, when we needed Communications expertise for Umbro. On every project Catherine excelled at the results she delivered - and made the whole process easy and fun.
Helene Hope, Head of Global Brand Ops at Umbro
To celebrate Umbro's
ALPKIT
Media relations and use of ambassadors
The outdoor retailer Alpkit asked Move PR to help maximise media opportunities with their ambassadors, a group of amateur adventurers 'going nice places and doing good things', plus coverage for the incredible Alpkit gear they used.
From cycling the Silk Road Mountain Race to wild water swimming, Move PR secured coverage in lifestyle, travel and specialist media. In just 20 days, 30 + pieces of coverage were secured including The Guardian, Red Bull, ITV, The Telegraph, Cyclist, Mail Online and i news.
Catherine makes things happen. With her can-do attitude and extensive network of contacts, she came into our business and very quickly delivered outstanding coverage for the brand. I'd recommend her to anyone looking for a PR who understands the commercial and communication challenges brands face and can leverage their connections to drive results.
David Hanney, Alpkit CEO.
To celebrate Umbro's
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