Challenge:
Bell Pottinger North was appointed by commercial law firm Beachcroft LLP to raise its profile in key regions Birmingham Bristol, Leeds, London, Manchester and Winchester. A key objective was to promote the firm’s national sector-based teams while focusing on practice areas identified as key growth targets.

Solution:
We devised a proactive local/regional media campaign, supported by sponsorship and community relations activity.

The national news agenda was also proactively integrated into the regional campaigns and vice versa.

Outcomes:
By employing the correct mix of tactical news and strategic articles/feature comment, we have raised awareness in each region and helped to manage perceptions/understanding of the brand profile.

After the second year of the campaign, the total PR value of coverage across just the Leeds, Bristol and Manchester offices increased by over 800%. The success of the BPN campaign was recognised at the Legal Marketing Awards – the consultancy was ‘highly commended’ in the PR Agency of the Year category.

Observer called it the best PR event of 2008