Case Study: Save the Orchards 
Client: Harbour & Jones Events
Campaign: Save the Orchards (part of a five month PR campaign)
Brief: To support Harbour & Jones Events and sister company Harbour & Jones in publicising their newest CSR campaign; Save the Orchards to the MICE industry.
Objectives:
  • Establish Harbour & Jones Events as an ethical caterer who puts CSR at the top of the business agenda 
  • To communicate the key message behind the creation of the campaign; to restore failing orchards in Somerset and British heritage fruits, support traditional farming methods alongside helping the environment and local communities
  • Shape the campaign, giving it depth to spark the interest of industry press, event agencies and clients 
  • Amplify the reach of the Save the Orchards campaign using a combination of traditional and social media   
Action: Big Wednesday worked alongside Harbour & Jones Events to get to the heart of the Save the Orchards campaign, advising on additional social issues to enrich the campaign including the plight of bees and identifying PR opportunities. To launch the campaign a pop-up orchard event was planned to be hosted in the underground vaults of London venue RSA House. 
    A social media strategy was devised with a series of Tweets, including the hashtag #savetheorchards, scheduled and monitored by the Big Wednesday team.               Big Wednesday suggested a partnership with new social media service Eventstagram; allowing live content (using #savetheorchards) to be streamed and                       shared in real-time on plasma screens during the event.

    Key journalists were invited to the pop-up orchard with Big Wednesday securing the front page as well as a double page showcase feature in Event magazine.             To extend the life of the campaign Big Wednesday produced photographs and a video with guest commentary.
Results:
  • Front cover and double page spread in Event magazine as well as inclusion in Square Meal Venues & Events and Event Organiser magazines with an editorial value over £66,000
  • Online coverage in leading MICE titles reaching 922,490 unique users with an editorial value of £45,000
  • Video of the pop-up event posted to Event TV and included on website news which received 49,245 unique users in the month of June 2013