And the pint of Harp

And the pint of Harp

Recently on my Facebook newsfeed I came across this video –

Now I can’t say it’s the first time I’ve seen the ad as I think it pops up on my Facebook every other week but coming across it again had me thinking.

How come we don’t see more Northern Ireland based companies getting on board with this style of region targeted advertising/campaigning?

Harp are definitely the stand out company when it comes to these types of ads as they’ve been doing them for years, one of my favourite ads tells the story about a NI resident who is missing home. He begins naming the things he misses about home the most in threes and at the end of each sequence he says ‘and the pint of harp’. Maybe its just me but I personally love it because it’s stupidly funny and so simple. If you watch the ad, it’s some what true and relatable when you’re missing home.

Their most recent campaign is currently underway and its called ‘Pure Here & There’. It’s based around the six counties in Northern Ireland and it involves two actors using a Northern Irish comedic approach when describing the most well known facts about each county and their including cities and towns. There are six ads for all of Northern Ireland’s six counties and any Northern Irish resident with a sense of humour will appreciate them.

Pure Here & There, Co. Antrim

Pure Here & There, Co. Armagh

Pure Here & There, Co. Down

Pure Here & There, Co. Fermanagh

Pure Here & There, Co. Legenderry

Pure Here & There, Co. Tyrone

I think this campaign is a brilliant example of knowing your audience. I hope nobody takes offense to this but harps main consumers are men, obviously. The two characters in the adverts for the campaign are of course men (if you watched any of the links above) and they work their way around Northern Ireland describing its most famous features in horrible fashion as they sup on Harp beer however that’s what makes the adverts funny. My point is that this sense of humour is performed by men for men and I think Harp know that.

Along with the television adverts they have been selling their harp cans with individual county names on them and their accompanying iconic landmarks designed onto the can. They have even avoided the on-going controversy surrounding Derry\Londonderry by calling it Legenderry, turning a negative into a positive.

There is also the main ‘Pure Here’ advert that tries to figure out the perfect drink that has the pure essence of Northern Ireland. It’s a mix of a column from the giant’s causeway, shavings from the H&W cranes and the buzz of a night out in Belfast however the ad ends by saying these things are undrinkable and that harp had it right all along and closes with the slogan, pure here. An unexpected anti-climax but good advertising all the same!

As a fan of Harp and all things Northern Ireland I think this campaign is excellent, and its because they incorporate everything that people love about Northern Ireland into their campaign in a brilliantly clever manner and more local companies should follow!

They embrace the fact that they are a Northern Irish company and have made a campaign around that using the humour of the area. This style of campaigning and advertising does nothing but good things for their name and I’m sure their brand awareness has soared in Northern Ireland as a result of this. Their beer is probably doing pretty well too.

Aaron O’Reilly is a final year Public Relations Student at Ulster University. He can be contacted on Twitter: @aaronoreilly and on Linkedin: https://www.linkedin.com/in/aaron-o-reilly-ab0708121/ 

The best PR campaigns of summer 2017

During the summer months there was some really memorable PR campaigns. Here’s a few of my favourite campaigns:
1. Hidden job ad found on Apple’s site source code.
I’m sure many people have had the dream of working for apple. Well that dream could have become a reality in August when it was posted on social media that Apple had hidden a job offer on their site’s source code. The text said ‘hey there! You found us.’ It said the firm is looking for ‘a talented engineer to develop a critical infrastructure component’. I seen a post about the hidden job while scrolling through my Facebook. It was a perfect PR tactic by apple to get some publicity about their ‘inventive and creative’ job ad. Many people shared posts about it all over social media so apple definitely had people talking.

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2. Walker’s ‘Choose me or lose me’ Campaign.
This PR campaign was a huge topic on twitter with people shocked and annoyed at walkers getting rid of three British favourites. They left the fate of this on the public. This ‘choose me or lose me’ referendum campaign took some inspiration from Brexit, ‘vote in or vote out’. Each ‘British’ flavour is being challenged by some international flavours. American Bacon and Cheddar challenges the popular Smoky Bacon, Spanish-inspired Paprika going against Prawn Cocktail and the classic Salt and Vinegar versus lime and black pepper from Australia. The #chooseorlose ‘crisp referendum’ started August 14th and closed on October 22nd.

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3. Björn Borg plays a tennis match on the border between the U.S and Mexico

This has to be one of the best PR campaigns I’ve seen this summer. It was created by the Swedish sportswear brand Bjorn Borg. The campaign was to highlight that sports has the ability to ‘unite people’. The campaign was orchestrated in response to President Donald Trump’s ‘Build a wall’ policy. Mexican player Mariano Argote and American player Peter Clemente played a tennis match on the US and Mexican border. It was called the ‘Borg open’ one player played in Mexica and the other played in America. The campaign was an emotive and thought provoking idea of finding commonality across borders.

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4. Tourism Ireland’s Game of Thrones 250ft tapestry
Tourism has increased in Ireland over recent years and this is partly due to Game of Thrones being filmed here. Ireland has benefited hugely from this and now a 250ft tapestry has been unveiled. During every episode of season 7 a new part of it was unveiled. This is an ambitious and great PR campaign by tourism Ireland as even when the show ends there will still be a part of vestros to visit for years to come. The tapestry is on display in the Ulster museum in Belfast. I know where I will be going this weekend.

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Lena Coyle is a final year BSc in Public Relations student at Ulster University. She can be found on Twitter: @Lena_coyle Continue reading “The best PR campaigns of summer 2017”

A Content Creators Perspective

During my time on placement I had the opportunity to work with PR managers across Europe and one thing I learnt was that YouTubers and social media influencers are increasingly becoming one of the most important ways to communicate with your target audience.

I was so intrigued that I have even decided to base my dissertation on their influence on consumer decision making – I will let you know come May if this was a wise decision!!

But why this growing interest?

The exchange of information between influencers and their followers is very powerful as those people who create their own content are becoming the third party endorsement that many brands need.

I will admit that on many occasions I have purchased products based on the fact that someone on Instagram, Snapchat or YouTube has recommended them or use the products regularly.

Content Creators

With interest in people who create their own content and who have built up their own loyal following coming to the forefront I thought it would be exciting to interview an up and coming beauty and lifestyle content creator. On my time in placement I became friendly with one of the outgoing interns Uche.

Uche has her own YouTube and Instagram sites and the content is beauty and lifestyle based, with 25,200 Instagram followers

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and 101,973 YouTube subscribers

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Uche is also an official ASOS Face + Body Insider.

Six quick questions with a lifestyle and beauty content creator

1How did you first begin creating make up and lifestyle content?

 I started watching university videos during sixth form which really sparked my interest in YouTube, I later went on to create content as I was bored during my first year at university.

2. How was this received by your family and friends? Did they understand what you were trying to achieve? 

 I didn’t tell anyone for years, honestly unless people are interested in it it’s not something people tend to understand or is easy to explain to people that ‘don’t get it’. 

3. Can you explain the process of creating your own content from the creative idea to finally sharing it on YouTube and Instagram.

 It’s a rather lengthy process, having a large following helps now as people are always suggesting the type of content they want to see which obviously makes everything much easier. Before then I would go with trends or what I loved myself. Once you have an idea it’s then about filming and bringing the idea to life, editing and finally posting it for everyone to see. 

4. What social media influencers do you follow?

 I tend to gear towards people with great personalities so Jackie Aina, Imogen (Imogenation) etc or really talented individuals who teach me something every time so Claire Marshall, Samantha Ravndahl or people with both like Jamie Geniveve!

5. What brands would you like to work with in the future? 

 A brand I haven’t worked with yet that I would love to is Nars for sure!

6. Have you any advice for anyone who is considering creating their own content on YouTube and/or Instagram? 

 It’s not as easy as it looks to post great content that’s high quality and also engaging so be prepared to put in time and money, if you stay committed, patient and consistent you will flourish. 

From chatting with Uche it is clear that it is much more than just posting a video on YouTube or picture on Instagram you have to ensure that your content is authentic, you have a passion for what you are doing and that you are committed to put the time and work in.

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Uche can be found here on Instagram: https://www.instagram.com/uchjn/  and YouTube: https://www.youtube.com/user/uccch1

 

Caoimhe Fitzpatrick is a final year BSc in Communication, Advertising and Marketing student at Ulster University. She can be found on Twitter: @caoimhef_95 / LinkedIn: https://www.linkedin.com/in/caoimhe-fitzpatrick-0b8682110/

 

Uni Today, Gone to Morrow | My PR Placement Experience

Uni  Today, Gone to Morrow | My PR Placement Experience

They say a placement year boosts your CV, gets you ready for work and gives you a break from university. What they don’t mention is it builds character and throw’s you in right at the deep end.

With Summer approaching, most students in the year were already set with their placements, I was starting to become resigned to the fact I wasn’t going to find one and going straight into final year was the option for me. After being pushed by those around me, I applied for one last placement, with little hope of being their chosen student. Having been given an interview, and immediately thinking I had absolutely failed it, I was shocked to receive a phone call that day and was offered the job.

This kick-started the most incredible, strange and brilliant 12 months as I joined the PR team at Morrow Communications.

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As an inexperienced junior, what surprised me the most about my time at Morrows was the trust that they gave me to work on some of their biggest accounts. As a placement student I expected to be kept as far away from these clients as possible but instead I was immediately handed more responsibility than I had expected. I was thrown in at the deep end and I swam, surprisingly.

I gained so much experience in such a short space of time and saw my confidence in my own ability grow day on day. But if I learned anything from working for a PR agency, its that you will never know everything, you will always be learning something new, like always.

I was also incredibly lucky to work with some really wonderful people who never made me feel like a placement student, but simply another member of the team from day 1.

On day 4, the agency had organised their annual away day. You will never get to know your colleagues until you get together and do some clay pigeon shooting and some Archery Golf (yes a real thing). I can only thank the guys for embracing me that day as I didn’t even know any of their names.

As I settled into the company, I really started to find my feet and discover my strengths. I’m not going to lie, I’ve never considered myself a great writer. I come from an Astrophysics background and I loved maths in school, its not the most natural transition into PR. But that’s the thing about PR, you don’t have to be brilliant at everything. At least not when you first start out. I spent a hell of a lot of time working on my writing skills through press release writing, email style and general documents. You learn, you get better.

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I could spend hours talking about the things I got to do with Morrows; styling George at Asda for Belfast FASHIONWEEK, working in Enniskillen for the Northern Ireland Tourism Awards or spending 5 days as a runner on the set of a BBC Bitesize shoot, but it was the hours I spent in the office learning the trade and the skills that made my placement completely and utterly worth it.

As someone who gained so much from their placement, I have some advice for students and employers.

For any businesses looking to take on a placement student next year, take a leaf out of Morrow’s book and let them have some responsibility. It makes the world of difference for both your business and the student to know their opinion matters and their purpose isn’t just to take admin off your hands, its to grow and develop into professionals.

For students, don’t panic if you are turned down from other placements. Remember that everyone studies the same thing, you all know the same thing. Employers are looking for students who will fit it and who have the right attitude. Employers turned me down and I finished as the highest scoring placement student across the PR and CAM courses, so don’t get down if someone doesn’t want you. Put your energy into the people who do and prove them wrong.

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And finally, to Morrows, thank you for the experiences, your patience, the laughs and endless teaching. I will always appreciate the time and effort you made to make my placement year the best it could be. You guys rock.

Kirsty Wallace is a final year BSc Public Relations student at Ulster University. She can be contacted at www.linkedin.com/in/kirsty-wallace-851504115 and on Twitter @KayyWallace

Christmas in New York City!

Christmas in New York City!

 

It’s not every year that you get to visit the most magical place in the world at Christmas with your family. In a year as tough as this one, with assignments and exams piling up, it was definitely a well-needed trip to escape the world of final year (even if only for a few days).

One thing I learned from my trip is that you can never be fully prepared for New York. Having been there before during Summer, I thought I was prepared for the ‘city that never sleeps’ but one thing that is for sure, New York in Summer and New York at Christmas are like two different places. I would highly recommend researching and having your days planned out, this way you don’t waste time. Here are a few other tips I learned…

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First of all, it is COLD! I opted out of the nice outfits and instead wrapped myself up like a fish supper, with barely an inch of skin exposed to the crisp December air. As well as this, forget about packing those fancy boots, and throw in the Skechers laying at the back of the wardrobe. In New York, no one cares about your footwear and after walking approximately 77,824 steps (well, according to the health app on my iPhone) I’m definitely glad I had my trainers.

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Before embarking on a trip to the Big Apple, one thing I did was thoroughly research the streets and avenues, attempting to understand my way around Google Maps before I hit the real thing. This might sound strange, perhaps it was, but lets just say I’m very glad I did this as on the first night, my brother (who has NO sense of direction and would get lost if you spun him in a 360 degree turn) ended up wandering off on his own, only to end up on 20th street…our hotel was on 40th. Quite convenient that his name is also Kevin!

Another thing that I did before the trip was researched many different types of restaurants, making sure we stayed well clear from the Caviar, lobster and $300 bottles of wine type places. New York at Christmas is crazy, with people flocking from all over the world, so having your reservations made and tables booked makes life a lot easier. I would highly recommend downloading the app ‘Open Table’, it helps you search a specific area and restaurant and tells you which reservations they have free, allowing you to book your spot there and then, super handy!

As well as this, occasionally it is worth it to avoid the tourist activities (I’m quite the hypocrite as my video below has TOURIST written all over it) however visiting smaller villages, classic boutiques and drinking at dead-end bars with the locals, sometimes turns out to be one of your favourite days.

Lastly, remember that you really would need a few weeks in New York to do EVERYTHING, a few days simply doesn’t cut it, but try and squeeze in as much as you can! And, don’t just do things for the ‘Instagram pics’. I learned this the hard way after standing in a line to have cocktails in the Plaza Hotel for over 45 minutes to find out that Taylor Swift was inside, probably with her 13th boyfriend this year, and they weren’t letting anybody in. Thanks Taylor!

MUST DO:
Central Park – This really is a must, especially if it is snowing. It is unlike anything you’ve ever seen before.

Saks on 5th Avenue Christmas Lights – I think the light display happens every 10 minutes, so if your passing and it hasn’t started yet, it is definitely worth the wait.
Katz Deli – A real traditional American diner with SERIOUS sandwiches, it would knock O’Brien’s and The Sandwich Co. way out of the park.
Rockefeller Tree and Top of the Rock – The Rockefeller Tree is the most magical thing to see while in New York at Christmas.

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Broadway show – Shows such as the Lion King and School of Rock play all year round, but it definitely is worth it to splash out and see the Rockettes or Elf!

IF YOU HAVE TIME:
Walk over the Brooklyn Bridge to Soho
Have a drink in the Plaza (as long as T.Swift isn’t there!)
Visit a Rooftop Bar, this one is amazing.

Have a look at my video below for some other top activities to do in New York at Christmas!

 

 

Loren Ward is a final year BSc in Communication, Advertising and Marketing student at Ulster University. She can be found on Twitter: @lorenward and LinkedIn: www.linkedin.com/in/loren-ward-b93049a8

Marie Curie – sharing memories this Christmas!

So, that time of the year again – its Christmas season!

And what’s more typical for Christmas than a huge tree covered in lights?

I agree, nothing! Who doesn’t love a huge, green, tinsel-covered monster in the corner of the room?

…but, what Marie Curie have done blows all of us average-Joes out of the park.

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As the hustle and bustle of Christmas begins, it’s easy to forget about what’s important. It’s not about the presents, or the fancy clothes or the big turkey dinner (although they are all additional positives!).

It’s about spending time and making memories with family and friends while we get the chance!

Every day we see more and more negative posts on social media whether it be politics and the latest news story, a not-so-uncommon celebrity scandal or Phil from down the road ranting about the local pub prices.  *YAWN*

However, this Christmas, the terminal illness charity Marie Curie, have created the world’s first ‘memory-powered’ Christmas tree.

Placed in front of the iconic London Eye on the Southbank, this visual spectacle started on the 4th of the month and runs right up until December 17th.

Each of the individual fairy lights on the tree will be powered by people sharing their memories on Twitter and Instagram by using the hashtag #LightUpXmas.

In other words, the more people that post using the hashtag, the brighter the lights will shine.

Simple but GENIUS!

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The tree brings the charity to life as it serves as an important reminder of the work Marie Curie do providing care and support to people living with a terminal illness, some of whom will be trying to enjoy what might be their last Christmas with their family.

This piece of art symbolises the light that Marie Curie brings to every individual they help. It highlights how they allow families to spend Christmas together, making special memories with their loved ones.

A Marie Curie representative stated,

‘We’ve launched the memory-powered Christmas tree, to show the importance of creating positive memories, and show support for people living with terminal illnesses.’

You can share your special memories on Twitter or Instagram using #LightUpXmas – it could be any happy memory – your first memory, a Christmas memory or a memory of a loved one you’ve lost.

Marie Curie work tirelessly throughout the year helping thousands of families across the UK dealing with terminal illness.

It’s one of those things that you don’t really think about until you’re in the situation, right? Hopefully, this wonderfully thought out idea will bring the charity the recognition and awareness which they deserve.

Below is examples of posts which thousands have already shared – just AMAZING.

 

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Come on, if this doesn’t melt your heart and get you in the Christmas spirit I don’t know what will and if you haven’t already, get sharing – Let’s light up London this Christmas!

A heart-warming, eye-watering and just downright beautiful PR stunt by the charity. 10 out of 10 for inventiveness and execution in my opinion.

BRAVO, Marie Curie!

 

Lauren Kearns is a final year BSc in Communication, Advertising and Marketing student at Ulster University, Jordanstown. You can reach her on LinkedIn at https://www.linkedin.com/in/lauren-kearns-90819710b

Are you afraid of the dark… or afraid of Moz?

Like many people, I do await the Christmas TV ‘adverts’ around this time of year.

It’s that time of the year where high street stores compete in the sphere of PR, Advertising, and Marketing, (and in most cases all three), for the most original Christmas idea – trying to encourage consumers to ultimately go to their stores and spend a lot of well, money.

But in our modern digital age, these are no longer ‘just an advert’ between X Factor and I’m A Celebrity Get Me Out of Here these days.

In particular, anticipation for the ‘new John Lewis Christmas Ad’ has become public fascination with a multi-mix media communication operations behind it to generate as much publicity as possible; promoting with the biggest companies and brands such as Google, Spotify, Whatsapp, Sky and teaming up with the children’s charity Barnardos, with 10% of proceeds from merchandise of cuddly toys and mugs, going to young child carers.

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A spinning wheel of publicity, to reach as many people as possible, to get as many people talking abut you as possible, and to build excitement in as many people as possible, at the busiest time of the year.

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Previous John Lewis campaigns have included the compelling stories of the Man on the Moon, Monty the Penguin and Buster the trampoline bouncing Boxer; a recurring theme to center on emotional stories, and remove branding to ensure attention from a captivated audience.

Their latest campaign introduces us to the lovable Moz the Monster, which focuses on the tale of a little boy and his friendship with an imaginary monster living under his bed.

I have to admit, on first watching the advert, I felt underwhelmed from the lack of “Christmassy feelings” I got, and had to watch it a few times to understand what the message of the campaign was.

But as always, with major publicity, these campaigns don’t always please everyone.

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And as it turns out, not everyone is entirely happy with poor Moz.

Since the ad has aired, many parents have aired their concerns, with tweets joking “John Lewis putting the fear in every child thinking there is a monster under their bed! 10/10 guys.”

One annoyed parent also tweeted: “If your child is struggling with sleep related psychological trauma… John Lewis suggests you need to make them wait til Christmas for a bloomin’ night light.”

However, the glorious world of PR allows many to take on your own perceptions to the messages we receive from the media on a daily basis.

John Lewis’ tale is all about imagination.

My own interpretation is that to beat his fear of the dark, Joe creates an imaginary friend to overcome this fear… (albeit losing his recommended 8 hours sleep in the process).

But still, I believe the clever folk behind the John Lewis spinning machine aimed for the ad to be a very heart-warming, compelling story once again.

As always, parodies have made their way onto YouTube with millions of views, a nightlight featured in the ad was sold out online the next morning and #MozTheMonster and #JohnLewisChristmasAd was the top trending topic worldwide on Twitter, whilst many good-humored people also jumped on the bandwagon….

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Asking my fellow peers how much they thought cost to make the ad, the general answer was £500,000 to £1 million.

Add another £6 million… and the advert is reported to have cost a whopping £7 million to make!

Many are outraged to hear of such an expense, with public opinion being that instead of spending so much money on ‘one ad’ (that is ‘lackluster’ in general) this money could actually have been put to good use and given to charity – that the 10% ‘proceeds of merch’ to Barnardo’s just doesn’t cover it.

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However, brands are expected to spend a record £6 BILLION on Christmas advertising this year. This according to the Advertising Association, who state it is being driven by intense market competition, especially within the retail sector, and the rise of big-budget campaigns.

It believes spending on ads has jumped nearly 40% in just 7 years!

But with the likes of the delightful Ed Sheeran jumping on the Moz bandwagon – (and who doesn’t like Ed Sheeran these days?) is easy and cheap publicity in itself.

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So, was £7 million worth it on good ol’ Moz? Not Christmassy enough? Too scary for children?

I think my overall call to action is to start a petition to get the wee Man OFF the Moon for 2018.

Yup. (I will be posting the link for you all to sign it).

 

Chloe Campbell is a final year BSc in Communication, Advertising and Marketing at Ulster University. She can be found on LinkedIn: linkedin.com/in/chloe-campbell-337b26152 / Facebook: Chloe Campbell.