Hospitality and leisure

Leading white goods manufacturer, Miele Professional, focused its PR primarily on the laundry side of its business with its washing machines and tumble dryers. But the company also produces a wide range of commercial dishwashing appliances, so we proposed a specific campaign to boost awareness around the launch of a new range.

We tackled the project with an end user approach, by exploring the challenges the hotel and bar industry faced and mapped it back to why Miele’s equipment was so well placed to address their needs.

Our initial desk research focused on the trends in crockery and glassware in the top restaurants and bars all around the UK and Ireland. Once we had the findings, we interviewed a chef and mixologist about the challenges associated with keeping items clean.

We produced a press release about the research findings, which revealed that while crockery was relatively easy, glassware was the real challenge due to the many different types of glasses – caused by the popularity of cocktails.

Our recommendation was for Miele to move away from their brand guidelines and produce a piece of content that echoed a cocktail menu.

The professional division of leading white goods manufacturer, Miele, was looking to promote the brand’s premium position within the UK marketplace by increasing awareness through social media channels. A creative and well-planned approach, which could positively impact audiences at each stage of the customer journey, was required. 

We took an integrated approach aligning social media with Miele’s broader content programmes and PR campaigns and, using a mix of media, created social media assets relevant to the company’s core sectors. A monthly calendar helped ensure consistent, on message and relevant posts, and regular analysis allowed us to monitor engagement and work closely with the Miele team to find new ways of increasing audience interaction.

The commercial division of renowned German white goods manufacturer, Miele, was keen to boost awareness and sales of its products within the key commercial sectors of care, hotels, and veterinary practices.

Despite being one of the UK’s leading developers of innovative air purification systems supplying nationwide brands including KFC, Tesco, Pizza Hut and Harvester, Plasma Clean was still relatively unknown amongst its target market of restaurants and hotels. With ambitious growth plans, the company asked for our help with raising its profile and brand awareness through B2B PR. 

We immediately smelled a ripe opportunity for media coverage! And so, we recommended that Plasma Clean’s PR focused on; profiling the business’ challenges linked to growth; creating thought leadership around the business impact of uncontrolled odours and launching its new and innovative products to the market.

This gave us scope to approach a wide variety of business, trade and general media with a view to getting coverage quickly.