Blog : experiential

Conquering the Regional Powerhouses

Conquering the Regional Powerhouses

When dealing with big brands, it’s easy to forget about the unique cultures and personalities of the regions and aim everything at a UK-wide audience. It’s important however for brands to tailor their campaigns and give a nod to those who identify with their regional culture just as much as they do their UK identity.

It was a visit to Liverpool last week for the personal appearance of the world’s leading make-up artist, Charlotte Tilbury at the John Lewis branch, which really highlighted just how much of a media pool there can be serving just one city and showing the worth of a brand addressing a city outside of London directly.

Stripe worked with Charlotte Tilbury’s PR agency to invite Liverpool’s media to a lunch time press session at John Lewis Liverpool, giving the local media what could be a once in a lifetime opportunity to meet Charlotte Tilbury and get some of her celeb-worth tips in an intimate afternoon tea setting, surrounded by all of her sought-after products.

These lifestyle journalists and bloggers, like many of their Liverpudlians take the beauty industry seriously and so when I first met with the journalists there was lots of excitement and anticipation. This was certainly the perfect location for John Lewis to have launched their only Charlotte Tilbury counter and for Tilbury to make an appearance. We often get plenty of thanks from media after events; for the experience and goody bags etc, but never have I seen such appreciation, truly flabbergasted.

The media opportunities are vast when working with regional media, whether it be around retail or food and drink. Each region from Scotland, to the Midlands, to the far depths of the UK in Cornwall, have their own niche media pool with their mix of glossy magazines, online lifestyle publications and local city newspaper – some ‘local rags’ reaching circulations of 80,000 and more. And if you do have a national message you want to share regionally, Trinity Mirror’s shared content unit compiles content for all of their city publications from the Birmingham Mail to the Manchester Evening News, with a successful collection of online news sites reaching a multi-million size audience.

We can’t forget about the blogger and vlogger presence too. In a media world that’s shifting ever more into the digital world, we’re working more and more with regional bloggers, whether it’s inviting them to parties hosted by Sourz or getting them in to try the latest new restaurant in their city, they certainly have a presence in their home cities which can be utilised. It’s no longer about just reaching the UK-wide audience, but getting somebody who lives and breathes the region’s culture and blogs or vlogs about it to their fellow Geordies or Brummies or whoever it may be.

My piece of advice for conquering the regional media pool; get on the phone, make an appointment for a  face-to-face meeting, visit the city and get to know the region’s personality and the publication is yours to fill.

Stripe goes to Holi Festival of Colours

Stripe goes to Holi Festival of Colours

We’ve enjoyed a colourful 2015 so far with one of our fave Friday drinks, Sourz, what with the launch of Sourz Rainbow Ice at the beginning of the year and the Club MTV tour during the summer. But this weekend we hit the ultimate, as Stripe’s very own resident shot-girls took our PR machine to London for the Holi Festival of Colours, which Sourz was sponsoring.

Alex & Rebecca at Holi Festival

Myself and Rebecca – shot-girl-in-the-making and newbie to Stripe – headed over the border to my homeland to give journos from the likes of ZOO and Bar Mag the Sourz’ Holi Festival of Colours experience, complete with many helpings of Sourz Rainbow Ice and bags of coloured powder. We can even go as far as to say, one journalist received a marriage proposal in the Sourz tent – genuinely. She said yes too – congrats Lucia! This defo wasn’t part of our running order.

We had some great fun in the experiential tent, striking heaps of poses in the gif booth – there was just as much powder paint in the tent by the end of the day as there was in the main stage arena. With a Sourz Rainbow Ice bar, there were plenty of shots on offer to keep people refreshed. The tent was an opportunity to give fans and festival-goers a souvenir to take home – some classic snaps of the great time they had with their best mates.

We were also able to showcase a new piece of video content they’ve just released, ‘Sourz presents: World of Colour’, which sees Sourz visit 8 cities across the world in 10 days – a megahunt for colour captured in a one minute film.

The weekend was the perfect way for us to round off our summer of colour. It was great to be able to see how well two brands can fit and it gave us the opportunity to experience the famous coloured powder explosions of the global Holi Festival of Colours, giving our media friends the opportunity too.

Until next time…

Shining Gold and Silver with IRN-BRU at the Star Awards

Shining Gold and Silver with IRN-BRU at the Star Awards

Stripe scooped two golds and a silver last Thursday at the Marketing Society Scotland Awards. Held in Glasgow this year the awards celebrate the very best of marketing talent in Scotland and Stripe was proud to be rubbing shoulders with the brightest sparks in the industry.

In partnership with the Leith Agency and Blonde we won Gold in the ‘Food & Drink’ and ‘Sponsorship’ Categories for our work with IRN-BRU and their sponsorship of Glasgow 2014 – and we secured a further silver in the PR category.

All in all a great night for the agency and more reasons to pop a can of the fizzy stuff.

You can see a list of all the 2015 Star Awards winners here.