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WHY PARTNER WITH US?
DEBRETT’S FOR CONTENT
Our par tners benefit from two-and-a-half centuries of heritage, exper tise and brand
clout, combined with a significant and wide-reaching media impact.
As seen in...
With our near ly 250-year heritage, Debrett’s is the authority on social, business
and cultural etiquette. We bring our exper tise to our par tners to create strategic
PR campaigns centred around etiquette and modern manners.
Debrett’s writes and licenses all content and manages design and production. Content can
be hosted digitally and/or printed in high quality paperback or leather-bound books,
with additional support available from a Debrett’s expert for events, press days
and media interviews.
DEBRETT’S EXPERTISEWidely known as the authority on etiquette, British tradition and style, we are
consulted by multiple media outlets on a range of behaviour-based topics.
Typical requests for comments can var y – from dealing with relations over
Christmas to mobile phone etiquette, to travel, shopping, social media,
dress codes and weddings.
‘ 29th June 2017, Sky News: Debrett’s Academy
director Rupert Wesson discussed the change in
House of Commons dress code regulations.
Etiquette authority Debrett’s
believes a child’s manners
are dictated by observing how
people speak to each other in
the real world: “Children learn
by example, so if they hear their
parents speaking politely to a
digital assistant they’ll pick up on
that. However, children can tell the
difference between a robot and a
human being and act accordingly.”
Perhaps, in an age not for
experts, some common sense
etiquette advice is needed. Debrett’s
says: “A trip to the theatre should be
fun and inclusive, but it’s important
to show consideration for the
performers and for other spectators.
A discreet drink or snack is fine,
but eating noisy or smelly food is
inconsiderate and may affect other
audience members’ enjoyment of
the show–so eat beforehand or
wait until the interval.”
According to Debrett’s,
a business casual outfit
would usually come under the same
category as the formal smart casual
dress code, meaning a shirt with a
collar, non-denim trousers, a jacket
or blazer, and smart shoes.
25th February 2017
28th May 2017
23rd November 2016
25th June 2017, Radio X: Debrett’s Academy
tutor Katherine Lewis spoke to Russell Brand
about etiquette and modern manners.
E lectronic cigarettes have
divided the medical world
but there can be no clearer sign
that they are now an established
part of society: Debrett’s has
issued an etiquette guide to their
use. Likening e-cigarettes to mobile
phones, Debrett’s says that the lack
of a legal ban on their use should
not be taken as a green light for
indiscriminate vaping.
17th March 2017
The decision to split couples
in a seating chart is one
that falls to the host, according to
British etiquette guide Debrett’s,
and the practice–which is typical
for private, formal dinners–“gives
both husband and wife a chance to
meet new people.”
22nd May 2016
In 2015, as a relatively new technology company, Airbnb approached us to produce a digital guide to homesharing etiquette for its hosts and guests. The company was keen to assure its
users that peer-to-peer accommodation can adhere to high standards of hospitality while remaining accessible and convenient.
AIRBNB2015
TESTIMONIAL“This PDF guide produced by Airbnb in partnership with Debrett(s deser ves a place in my list based
on the sheer number of domains that picked up the piece including The Guardian, FT and Good
Housekeeping… staggering results achieved with a piece of content that is 100% practical value led.”
– Danny Ashton, Econsultant, Seven high performing examples of visual content in travel
£550,000AVE (Adver tising Value Equivalent)
11Countries reached
INDUSTRYTravel and Technology
TOPICHomesharing
FORMATOnline (8 weeks)
SAMPLE CONTENT“Agree departure times in advance and stick to them. Overstaying your welcome
is a good way of alienating your hosts.”
OUTCOME
Click on the logos to see the article.
Selected Press Coverage
HENDRICK’S GIN2016
As par t of a campaign to increase awareness of the Hendrick’s brand through social media, its PR team approached us to launch a quirky and tongue-in-cheek ten-point guide
offering advice on public transpor t etiquette. The guide was suppor ted with a film of a Debrett’s spokesperson taking on the role of Minister of Marginally Superior Transpor t.
Sam Bovill, Hendricks' Senior Brand Manager said: “You’d be forgiven for thinking a giant cucumber
overtook you as we travel London on a mission to bring marginally superior transport to the most bad
mannered and overcrowded corners of the British public transport routes. With the help of Debrett’s,
Hendrick’s Ministr y of Marginally Superior Transport is an establishment dedicated to solving transport
problems with ingenious ideas, quips, and the odd cocktail.” July 2016
INDUSTRYFood and Beverage
TOPICPublic transpor t
FORMATOnline, print, video
SAMPLE CONTENT“A quick touch-up of mascara or lipstick is acceptable, but refrain from full-on facial
transformation. Some forms of grooming should remain firmly in the confines
of your own home.”
OUTCOMEHendrick’s received over 5.5 million Twitter
impressions throughout the two-week campaign.
Each day saw an average of 64 retweets,
177 likes and 44 replies, and tickets for its roving
bus sold out across the UK.
VYPE2017
To clarify some of the social rules around a ver y new pastime, the PR team for
e-cigarette company Vype (a subsidiar y of British American Tobacco) turned to
Debrett’s to publish a guide to the etiquette of vaping. The guide was based on a
survey commissioned by Vype, which demonstrated that 57% of vapers were still
confused by where and when it was considered acceptable to vape.
£328,000AVE
17.85mAudience Reach
81Total News Volume
Click on the logos to see the article.
Selected Press Coverage
“The vaping etiquette guide represents a great example of what can still be done to gain national traction and
attention even within advertising limits. British American Tobacco and Vype featured heavily in the public discourse
around the time of the release – in contrast to Blu, which published a very similar survey but received comparatively
little attention.” Freddie Dawson, ECigIntelligence, March 2017
INDUSTRYLeisure
TOPICVaping
FORMATOnline and print
SAMPLE CONTENT“When you’re a guest at someone’s home for dinner, don’t vape while food is being eaten:
aromas can conflict with the flavour of the food.”
OUTCOME
BICESTER VILLAGE
2017
To capitalise on Debrett’s exper tise in iconic British style and dress codes, Bicester
Village approached us to suppor t its promotion as a global destination for shopping
and luxury brands. We published a Guide to British Style in three languages as par t of
a year-long par tnership, which also included Debrett’s exper ts as media spokespeople.
Fur ther suppor t was provided via social media and videos.
INDUSTRYFashion
and Retail
TOPICStyle and
dress codes
FORMATPrint (three languages),
video, online
OUTCOME Wide-ranging coverage across print and digital
media, with a combined reach of over 100 million,
included The Telegraph, China Daily, Marie Claire,
Town & Countr y and The Lady. The guide was also
featured on BBC radio stations and BBC News,
which broadcasts to over 200 countries and
330 million viewers.
TESTIMONIAL“Bicester Village and Debrett’s have harnessed the enduring fascination with British etiquette — traditional and
modern — for a pocket-sized paperback dedicated to the nation’s style and to dress codes for seasonal events
ranging from Ladies’ Day at the Cheltenham Festival to Wimbledon and Glastonbury.The book is full of tips, quips
from the likes of Karl Lagerfeld, Joan Collins and Oscar Wilde, and brief histories of sartorial stalwarts such as the
trench, the Wellington boot, the handbag and the pinstripe suit.” – WWD.com, 29th March 2017
A Debrett’s and Bicester Village press breakfast was held at the Royal Academy of
Arts to launch the partnership. A panel discussion on The Future of Fashion and
Etiquette’, compered by Mary Portas, included our men’s style expert Tim Lord in
conversation with Kitty Spencer and Richard E Grant.
BICESTER VILLAGE
2017
SAMPLE CONTENT“The linen handkerchief was first said to have been used by Richard II in the 1300s, and
was adopted by noblemen as protection from the smell of the streets.”
EVENT
Click on the logos to see the article.
Selected Press Coverage
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5
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1 Thoroughly Modern Motoring Manners
- Vauxhall Astra
2 Guide to Vaping Etiquette - Vype
3 Custom notebooks - Sotheby’s
4 Wedding Planner notebooks - Harrods
5 OACTU Cadet Dress Guide -
RAF Cranwell
6 Petiquette - Harrods
7 Guide to Beer Etiquette - AB Inbev
8 Guide to British Style - Bicester Village
LICENSING OPTIONS AND PRICING STRUCTUEPrices will be quoted on an individual project basis, but a standard
campaign would typically include:
2,000 words of copy
Imagery and design
Licence to host the content digitally for a period of eight weeks
Licence to print up to 1,000 copies
Social media posts across Debrett’s Twitter, Instagram and Facebook channels
PR suppor t for the duration of the campaign
For a standard campaign, without a print component, we typically work to an 8 – 10 week timeline.
OPTIONAL EXTRAS:Extension to digital licence
Extension to print licence
Printing
Translation & reformatting for additional languages
Media suppor t from Debrett’s etiquette exper ts, including press and radio days
Worldwide press and radio days for international markets
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