2018 PR plan
Our plan for the first six months of 2018 is split into four sections of activity, followed by a look at the media titles and influencers we re targeting this year.
Press office Photocalls Press trips Influencer activity the always-on day to day pitching from calendar dates to events and news the natural news hooks and events perfect for big Brighton pictures in the papers the themes for group and individual media trips we ll focus on how we ll engage influencers outside Brighton & in our home city
Press office Here is a selection of the news, events and calendar hooks coming up we ve selected to give us great opportunity to shout about Brighton s unique offerings. Naturally, some of these stories will be more popular than others so our alwayson press office will mean there is never a shortage of content we can pitch out for what s on slots and bigger features.
February Duke of York Cinema is the oldest cinema in continuous use in Britain. We d like to shout about this using the BAFTAs as a calendar hook (18 th Feb), pitching historic imagery of the institution. March The Big Cheese Festival (3 rd March) gives us the perfect opportunity to sell in a feature to foodie press on the Best places in Brighton for the cheese lover! March Once Brighton Gin s art prize has come to a close, we d like to show off the city s creative spirit by pitching photo stories of the beautiful bottle design entries to arts media. March For Mother s Day, we ll sell in Brighton s best afternoon teas for treating your mum such as The Salt Room s and other lovely Brighton days out
April This month sees the launch of Rathfinny s new sparkling wine. We ll use this exciting news talk to national media about the great wine Sussex has to offer and encourage people to visit our various vineyards. May National Vegetarian Week (14 th 20 th May). With more options for vegetarians than most cities we will use this calendar hook to boost about Brighton s vegetarian choices. May This is the month to talk about art and culture in Brighton. We ll put together a culture trip round-up of all our incredible events & pitch a feature on the Top home-grown acts to see at the Brighton Fringe in 2018 May/June We ll start pitching out summer features on why Brighton is a great summer holiday family staycation early to get into longer-lead family and travel titles, including the cultural events and rainy day options.
June To celebrate National Beer Day (15 th June) we ll put together a piece on how to celebrate in Brighton including Brighton specific beers, breweries and tours. June Black Rock Lido was demolished 40 years ago but with the new Sea Lane due to open this year we d like to do a piece on the history of outdoor swimming in Brighton for a national broadsheet. June Volk s Electric Railway was built 135 years ago. To celebrate we ll create a gallery of the railway to see how it has changed over the 135 years. Summer 2018 We ll pitch a breaking ground photo story of the work beginning on Madeira Terraces to national picture desks.
Photocalls These are the key calendar dates and events we d like to use to as hooks for Brighton picture stories. These are all events we know would sit perfectly in the papers as beautiful images & require no additional budget to arrange. Working with the partners/events organisers where necessary, we ll arrange dates and locations and use our contacts with papers and news agencies to get national photographers along to show off Brighton at its best.
Brighton Tattoo Convention, 24 Feb Lagoon Watersports first social SUP, early March Sussex Beer and Cider Festival, 22 March Easter egg making at Choccywoccydoodah, 1 April
Gilbert and George exhibition, 28 April Saltdean Lido reopening, Spring tbc Artist Open Houses, 5 May Brighton Music Run, 19 May
Luna Beach Cinema opening night screening, 14 June National Picnic Week on Hove Lawns, 16 June First day of summer, Yellowave volleyball, 21 June TAKEPART Festival of Sport & Physical Activity, 24 June
Press trips In 2018, our themes for press trips will focus around the umbrellas of culture and wellness, whilst also trying to target a slightly older audience to 2017. The trips suggested in the next slides are a mixture of what we ll be pitching to journalists for individual trips and also a couple of group media trips.
February, spa & foodie R&R themed trips for spa treatments and good food. March, Brighton Rock Finding out what this significant part of Brighton culture means 80 years on. March, veganism & sustainability 2018 trend-based City guide features 6-8 April, Group dog walking trip Hosting 3-5 media to explore the Downs with their dogs
April/May, The city of art Trips to see the new major exhibition and the other arts offerings Brighton has. May, culture month We ll host only top target media and work with the festivals to show off the city. June, Family fun Trips for travel media with kids to position Brighton as the UK summer destination 29 June-1 July, watersports Hosting 3-5 media for a trip of kayaking, paddle boarding & sea swimming.
Influencer activity You mentioned you d like to work with more influencers in 2018, so we have looked at ways to engage those outside of the city, as well as those already on our doorstep... This section looks at 4 themes to attract top influencers to the city and ways to work with our influential Brighton residents
Influencer activity Our suggested trips to bring influencers to Brighton...
Mother s Day, 11 March We d like to host 1 influencer with their mum (or daughter) for a weekend in Brighton to stay at a boutique hotel, have afternoon tea with one of our partners and perhaps take in a spa and some shopping. Art in Brighton, 20-22 April We d like to host 3-5 influencers to see the Gilbert & George exhibition out of hours, followed by an itinerary of local galleries, a street art tour & discovering art in unexpected places. Food in Brighton, 5-7 May Over the weekend of Brighton Foodies Festival, we d like to host 3-5 food/lifestyle influencers for a weekend of eating and drinking, with behind the scenes access to some of our best kitchens. Family trips, 1-3 June At the beginning of June, we d like to invite two influencer families separately to Brighton with slightly different itineraries to showcase how great Brighton is with kids.
Influencer activity To work with Brighton influencers, we d like to start what we re calling a series we re terming #PerfectBrightonDay We ll select around 5 of our favourite Instagrammers who are keen to work with us importantly ones who have different styles of accounts and set them up days to do all of their favourite things in Brighton, from the best walks to best burgers
Influencer activity We ll work with them on the itineraries in advance and make sure they re all unique and feel off the beaten track. We ll cover food and activity costs for them. We ll ask them to document their perfect day in Brighton by taking over the @visit.brighton Instagram stories and telling their followers in advance that s what they re doing so people are anticipating it.
Influencer activity We ll also ask them to post a selection of images from their perfect day on their own Instagrams, using the hashtag #PerfectBrightonDay and linking to @visit.brighton After they have completed their day, we ll use the content to write an article of an insider perfect Brighton Day for the VisitBrighton site, and pitch these guides out to relevant lifestyle media for features.
Media targets A look at the titles we ll be aiming to get coverage in this year, with a closer eye on UK regional media and titles hitting an older audience
Regional media
National media
Lifestyle media
Influencers targets A look at the UK-wide and local Brighton influencers we d like to work with this year...
@tschang 101k followers @roselladegori 97k followers @heartdrive 38k followers @crazycatladyldn 68k followers @food_feels 125k followers @dresslikeamum 99k followers @hannahargyle 239k followers @charlottehuco 38k followers
@clerkenwellboyec1 172k followers @allthatisshe 468k followers @foodieeshe 2k followers @aquietstyle 80k followers @icovetthee 181k followers @hurrahforgin 111k followers @nadiameli 28k followers @gabrieltirani 62k followers
Finally, looking past June, some things we re already thinking about a little further ahead for press trips and press office content
Shakespeare s Globe at BOAT, 11-16 July Brighton Pride Dog Show, 29 July Snail Space Brighton & Hove, autumn Renovation of Brighton Dome, autumn