PARTNER CONTENT CREATION

2017

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

CASE STUDIES

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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1

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4

5

6

7

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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

Lucy HumeAssociate Director

LucyHume@Debretts.co.uk

Renée Kuo Managing Director

ReneeKuo@Debretts.co.uk

Debrett’s48 Warwick Street

PiccadillyLondon

W1B 5NL

www.debretts.com+44 (0)20 3705 2210