Using Principality’s brand purpose and partnerships to create engaging PR and social media stories.
2016 would prove a pivotal year for client Principality Building Society, with the development of a new brand, a ground-breaking sponsorship deal and announcing record-breaking results. What strategies could we employ through PR and social media to maximise the announcements and needs of the business as it evolves?
In January of 2016, Principality entered into a ten year partnership with the WRU, marked by the renaming of the national stadium of Wales from Millennium Stadium to Principality Stadium. Home to rugby grand slams, World Cups, FA Cup Finals, Olympics and concerts from some of the world’s biggest names, it was inevitable the partnership would divide opinions.
Although media reaction was positive, the initial social media reaction was less so, with some claiming they would ‘never call the stadium that’. To show the Millennium Stadium meant as much to Principality as others, we collected staff and customer memories on video, sharing them on YouTube, Facebook and Twitter, asking people to share their own favourite memory using #MakeMoreMemories. The pay-off was an overarching nostalgic and positive response, proving that we couldn’t wait to make more memories at the stadium.
We also designed and delivered a social media-led challenge which took place in town centres across Wales, where celebrities like Siân Lloyd and Wyn Evans helped get #PrincipalityStadium trending early on the morning of the first game at the newly named ground.
Throughout 2016, Principality has been phasing in its new brand purpose focussing on helping people prosper in their home. To complement this, we devised a PR survey story sharing what would turn first time buyers off when house-hunting. Surprisingly cosmetic issues like stained carpets and discoloured walls topped the lists, rather than large renovation projects. Unlike PR stories from other major banks and building societies across the UK, Principality’s message was positive: getting on the housing ladder is more than achievable – especially if you don’t overlook a home for flaws that are easily resolved. The story achieved over 25 pieces of coverage in titles including Metro, Your Home, Manchester Evening News and Bristol Post.
As Principality’s press office for over three years, speaking with media about the Society’s ongoing community and charity work, we’re also well aware a month doesn’t pass without a big announcement. In August of 2016, we announced the half year results for the business, in which its assets exceeded £8bn for the first time in history. We supported this milestone by organising interviews between Group Chief Executive Graeme Yorston and key business journalists in Wales, resulting in national and local coverage across Wales including a full page story in the Western Mail.