AVIVA INVESTORS - Regional PR campaign
Aviva Investors made a £12m investment in developing a new restaurant quarter to enhance a popular Exeter shopping centre.
They required the services of an agency that could help them communicate their vision; liaise with the local media; inform residents about potential disruption and timescales; forge relationships with local movers and shakers and provide regular reports and updates to the company’s senior management team in London.
Astley Media worked with Aviva for almost two years, from concept through to launch, and achieved many positive headlines for the client.
The client was also keen to achieve coverage over a range of trade media and websites.
We worked very closely with editors and journalists to explain the project and its benefits and to find angles specific to them.
The Astley Media team provided regular briefings and appointed a dedicated Aviva contact who was available out of hours.
We also arranged a meeting with the local college which led to a partnership in which students gain work experience in the new restaurants and their course has been tailored to the local employment needs.
The press coverage was predominantly supportive across local, national and trade media.
We were also, through the local media, able to explain when essential works would be carried out which would have an effect on those living and working nearby.
An edition of the Exeter Life magazine was dedicated exclusively to the opening and the local newspaper, the Express & Echo, carried several positive front pages.
The dining quarter was launched in a blaze of publicity and has become an essential part of the city’s leisure scene.