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NOT ALL PRAGENCIES ARE
THE SAME
ANOTHER BOXING DAY SALE?
NO.THE ONLY BOXING DAY SALE
SELFRIDGES, DECEMBER 27th 2011
TWO front covers of UK national newspapers
ZPR lead Selfridges’ Boxing Day Sale PR for 2011. Despite having fewer stores than all its
competitors, we managed to lead global sale coverage:
– TWO FRONT COVER stories in UK national newspapers
– Over 200 pieces of print coverage (AVE £1.7m)
– Blanket broadcast leading with CNN, SKY, BBC, CHANNEL 4, ITN, REUTERS, MBC, TF1, AL
JEEZERA , APTV, PA who broadcasted live from Selfridges exclusively (AVE £3M)
– International news – information supplied to main international territories
– Hourly bulletins issued throughout the day to journalists
– Most importantly, SELFRIDGES ACHIEVED RECORD BOXING DAY SALES
EVERYONE HAS A BOXING DAY SALE…
…BUT NOT EVERYONE’S SALE MAKES GLOBAL NEWS
ANOTHER
CHRISTMAS
CAMPAIGN?
NO.CREATING A BENCHMARK FOR EVERYONE ELSE
SELFRIDGES
WHITE CHRISTMAS 2011
• ZPR understands how Christmas trade can make or break a retailer, which is why we celebrate Christmas every day
from July to December
• As the doors to our Christmas press shows close in July, the real work starts as ZPR sets its festive
wheels in motion
• ZPR understands the importance of leading Christmas in July as a positioning for consumers and journalists
• ZPR is known for delivering the most successful and innovative Christmas PR campaigns in the UK
• ZPR owns the Christmas retail news agenda (for all the right reasons)
• ZPR’s diverse retail client base means we’re a one stop shop for all journalists
CHRISTMAS PR ISN’T JUST FOR CHRISTMASSELFRIDGES MAY HAVE JUST ONE TOY & CHRISTMAS SHOP IN THE UK, HOWEVER IT STILL
OWNS THE CHRISTMAS NEWS AGENDA FROM THE START OF THE SUMMER TO DECEMBER’S BIG
DAY. IT’S NO ACCIDENT, ZPR ENSURES IT DOES.
JUST
ANOTHER
GARDEN?
NO.CREATING ANRHS CHELSEA RECORD
B&Q
RHS CHELSEA FLOWER SHOW 2011
Launching B&Q’s vertical polanter garden (the tallest in RHS Chelsea’s history) to the world’s press:
• ZPR secured Gwyneth Paltrow to open
• Other celebrities to visit the B&Q garden included Kirstie Allsopp, Lorraine Kelly, Ringo Star, Helen
Mirren, George Lamb & George Clarke
• ZPR generated a global buzz with over 500 pieces of coverage and a total AVE £3.5m
• FRONT COVER story on Daily Telegraph Business
• The icing on the cake, B&Q’s garden was awarded first place and a gold medal
GWYNETH PALTROW OPENS B&Q’S GARDEN AT RHS CHELSEA FLOWER SHOW 2011
ANOTHER EXPENSIVE BIKINI?
NO.THE BLINGKINI CREATINGA TOTALLY NEW CATEGORY
SELFRIDGES, 2010
• We have former Fashion Editors on our team so have a greater appreciation of their requirements
• Our fashion press material has been quoted as “the finest out there”
• We add longevity to our fashion stories through content and headlines
• Our fashion stories have gone on to create brands ‘the blingkini’, ‘mantihose’, ‘guyliner’
• Fashion News = Sales:
– Superdrug Grape Serum (Daily Mail, page 3, sold 25,000 units in just 3 days)
– Selfridges diamond lingerie (Daily Mail, page 5, instant sell out)
ZPR IS FAMOUS FOR CREATING FASHION NEWS. HOW?
ANOTHERGARDEN EXPERT?
NO.ATTRACTINGTHE NEXTGENERATION
“LET’S GET BRITAIN GARDENING” BY RANKIN FOR B&Q, 2011
At ZPR, we may represent a variety of retailers, however we breathe fashion into everything we do
Many of our campaigns have run for years, however we constantly challenge ourselves to ensure they
always remain fresh, vibrant and exciting
“FASHION IS NOT SOMETHING THAT EXISTS IN DRESSES ONLY. FASHION IS
IN THE SKY, IN THE STREET, FASHION HAS TO DO WITH IDEAS, THE WAY WE
LIVE, WHAT IS HAPPENING.” Coco Chanel (1883-1971)
TESTING THE ONLINE WATERS?
NO. CREATING A WORLD FIRST
SUPERDRUG LASHMOB,
LONDON EYE, JULY 2011
Why?
• An innovative approach to launch Superdrug lashes to bloggers and social media platforms in the world’s first Lash Pod
• A new way to engage with Superdrug Facebook’s 62,067 fans and @Superdrug’s 8,371 Twitter followers
How?
• Superdrug’s Twitter followers had to re-tweet and hash tag #Superdruglashes to be in with a chance of winning a trip for 2
on the London Eye to prepare for a night out on the town
• Makeup artists applying lashes in London Eye’s first eve lash pod
Results?
• Live tweet with Joanne Page (Face of Superdrug) as the event went live
• Over 300 re-tweets
• Engaging over 30 key beauty bloggers
• Lash mob owned the beauty online news agenda
DROP THE F TO CREATE THE WORLD’S FIRST LASH MOB
A LOAD OF TWITTER?
Blah
blah
blah
Blah
blah
NO.REMEMBER YOU ARE WHAT YOUTWEET
@ZPRGIRLS1,094 followers
@ZPRGIRLS
• Weekly live celebrity tweets to boost sales, including @kirstieallsopp
@bandq
• @ZPRgirls is famous for breaking exclusive stories through its strong
fashion and news following
• @ZPRgirls facilitated the UK’s first live value tweetwalk Christmas 2011
• @ZPRgirls provides daily content for ALL its clients Facebook/Twitter
STILLON SALE?
£££
NO.SOLD OUT
SOLD
OUT
AT ZPR GENERATING PRODUCT SELL OUTS ON BEHALF OF OUR CLIENTS IS BUSINESS AS USUAL
Just a few (out of the many) examples of ZPR generating ‘sell outs’ in 2011:
• Lakeland Poachettes, ½ page Daily Mail SOLD OUT
• Lakeland crisp maker, ½ page Daily Mail SOLD OUT
• Selfridges Beauty Advent Calendar, Lorraine feature SOLD OUT
• Selfridges Christmas Hampers, record PR, SOLD OUT
• Selfridges Grotto tickets, front page news, SOLD OUT
• Waitrose Heston Hidden Orange Christmas puddings, full page Daily Mail sold 25,000 units and subsequently
SOLD OUT
• Superdrug Optimum Apple serum, page 3 Daily Mail 100,000 units in first six months
• B&Q World Cup gnomes, SOLD OUT
TEN YEAR ANNIVERSARY
OUR CLIENT FEEDBACK
“ZPR is a truly dynamic and efficient team. They understand clients’
needs and issues very well and are able to act quickly upon them. I enjoy
working with them.” Malina Ngai, Corporate Communications Director,
The AS Watson Group
“ZPR will cut through the noise to make a real difference to your
business.” Allan Leighton, Chairman of Royal Mail, Peacocks &
Deputy Chairman of Selfridges & Co
“ZPR bring sparkle, energy and great results to everything they do.
We love having them as part of our team. Their combination of wise
counsel, creativity, expertise and positive attitude is very special –
and hugely valuable.” Christine Watts, Communications Director,
Waitrose
“ZPR really get retail and customers. A simple phrase which can
be overlooked but it’s at the heart of our business. Over years of
consistent innovation and relentless creativity, ZPR has inspired
and connected millions of customers with new retail propositions
and even created some of the propositions for us. Coverage in
B&Q has risen ten fold and the ZPR impact has put PR in the
centre of our marketing planning.” Euan Sutherland, Chairman
B&Q and CEO of Kingfisher UK and Ireland
“I am delighted that ZPR, on its 10th Anniversary, has been short
listed for PR Week’s Specialist Consultancy of the Year. ZPR fully
deserves to win this prestigious award. In 2011 alone, the agency
has helped Superdrug successfully launch an innovative mirrored
Beautycard into a crowded card market as well as promote its new
Store of the Future in Wimbledon to the media. ZPR provide us
with strong support across all areas of PR and deliver this with their
unique personal stamp.” Jeremy Seigal, CEO of Superdrug and
AS Watson Health & Beauty UK
OUR BACKGROUND• ZPR Ltd was established by Zaria Pinchbeck in June 2001. Zaria was previously head of PR for
ASDA Wal-Mart in the UK and worked at ASDA for almost eight years working directly with leaders such as Archie
Norman, Allan Leighton and George Davies
• Ten years on and ZPR works for key retail names including the AS Watson Group, B&Q, Kingfisher plc, Lakeland,
Selfridges, Superdrug, and Waitrose.
• The team of 22 are based on Frith Street in London’s Soho and one of the team also works from a Yorkshire base to
service our Northern based clients and keep our regional contacts strong.
• We were a finalist for the 2011 PR Week Awards ‘Specialist Consultancy of the Year’ award.
OUR TEN COMMITMENTS• Value for Money
• Honesty
• Constant Communication
• Confidentiality
• Planning
• Creativity
• Boldness
• Excellence
• Focus
• Evaluation
• Our Guarantee. We are confident about these commitments. We take them so seriously that if you're not satisfied
that we've fulfilled our commitments to you, you can have your money back.
So far nobody's been disappointed
