PR Diary: Jan – April ’19

Pip Morrall

May 22nd, 2019

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It’s the return of the long awaited PR diary! Apologies for our absence but sometimes we get busy PRing rather than diarising (Samuel Pepys would not be impressed). So, here we are with a bumper edition of what we got up to in quarter one of 2019…

Minding our Ps and Qs for Stoves

In April we teamed up with etiquette expert Jo Bryant to discuss the new rule of home entertaining – or ‘staying in in’ for cooking brand Stoves. We ran research into what people thought the golden rules to follow when throwing a dinner party, soiree or simply staying in with pals. The results were and released to the media alongside comment from Jo and supporting social media content created. The campaign has generated over 25 pieces of coverage (17 broadcast) to date, with coverage still rolling in. The social backed campaign also features Jo answering real dining etiquette dilemmas.


Launching The Shift: Women on the Force

March saw us team up with UKTV for the media launch of new series The Shift: Women on the Force, a documentary following female police officers in the West Yorkshire region. Umpf was tasked with media outreach to publicise the launch as well as arranging a premiere at the Everyman Cinema in Leeds. Over 45 pieces of coverage were generated creating a reach of over 11.8 million and the premiere was a resounding success.


Foolin' around

We love a good April Fool’s stunt so this year we partnered with clients Harrison Spinks and White Rose Shopping centre for some top pranking.

For Harrison Spinks we got our flock & roll on with a spoof story about playing music to sheep to help them produce fluffier, softer fleeces to create even softer mattress fillings. Top marks goes to farmer Liam for his DJ set that would give David Guetta a run for his money. This prank hit regional and vertical media, even earning a slot in the BBC evening news.

For White Rose Shopping Centre we created a story which was too good to be true – Driverless cars for tots. The story was that the self-drive electric shopping cars could transport children aged 18 months-5 years old to any destination in the centre without any assistance in steering or driving, meaning that parents could stroll alongside and, instead of pushing the car, were free to carry their shopping bags in comfort – genius! This story generated regional coverage as well as a coveted spot in the Pocket Lint tech round up. Nice!




Shortlists, nominations and trophies...

It wouldn’t be a PR diary without a couple of awards mentions.

In March we bagged a couple of PR Moment awards – Best Stunt for our Bike-on-a-roof activation for Trinity Leeds at the Tour de Yorkshire and, keeping with a vehicular theme, Best Transport and Automotive campaign for World’s Coolest Carparks for Looking for Parking.

In April we found out we’d been shortlisted in the CIPR Excellence awards for work on Made Up Leeds alongside with SLB PR and Leeds BID and for our Bike-on-a-roof stunt for Trinity Leeds.

Hot on the CIPR announcement’s heels was two nominations for the SABRE awards for work on the same campaigns.




On your marks

April also saw the announcement of client ENGIE’s sponsorship of the Great Run Series which Umpf helped to broker. With races across the UK the sponsorship fits with ENGIE’s community focus and commitment to improving people’s lives. At-race activations started in May with a branded cheer zone and green phone charging stations at the exhibitor village of the Great Manchester Run and will be rolled out across the Great Run Series over the year.


A tip of the hat to the High Society at Dakota Leeds

Dakota Leeds launched a new in-house cocktail menu, making reference to the renown 1956 musical film, High Society. Featuring tipples inspired from the celebrity portraits displayed thought the hotel, including Frank Sinatra, Marilyn Monroe and Steve McQueen – we invited high flyers to get suited and booted for a night to remember. We’d tell you what a success it was – thanks to Dakota’s stunning venue and set up, the bar team’s stellar delivery and the delicious and flowing cocktails, but we’ll let the guests speak for themselves…




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Cocktails inspired by vintage Hollywood legends? Yes please, let’s have some more of that. The @dakotahotel_lds team have upped the ante with this new menu. The Monrose (Marilyn Monroe) and Chairman (Frank Sinatra) were just two of many highlights 🍸 . . . . . . . . . . #cocktails #cocktail #dakotadeluxe #dakotadeluxeleeds #greekstreet #leeds #cocktailart #cocktailporn #marilynmonroe #franksinatra #hollywood #leedslife #vodka #jackdaniels #bourbon #whiskey #whisky #leedshotel #leedsnightlife #hotel #luxurylifestyle

A post shared by H&N Magazine (@hnmagazine1) on


Avengers, Assemble! Superhero Statues at Trinity Leeds

Ahead of the release of eagerly-anticipated movie Avengers: Endgame, Trinity Leeds welcomed life-sized statues of the some of the film’s iconic comic book characters. Hulk, Thor, Iron Man, Captain America and Spider-Man were all on display, as well as a rare first edition Avengers comic from 1963. Fans were invited to snap a selfie and share it on social media using the hashtag #superheroselfie for the chance to win a VIP Avengers prize, including Everyman cinema tickets, Entertainer goodies and a Trinity Leeds gift card. Umpf was tasked with designing all the creative assets for the campaign as well as handling media relations surrounding the event – with coverage reaching over 1.5 million people across the region!

The event  was a big hit with shoppers – so much so that the superheroes’ stay was extended for another week.



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