While familiar to those in the know, Aurora needed an educational media relations campaign that would both raise their profile across the industry and challenge common misconceptions and misunderstandings around low-energy lighting.
Over the last two years, Aura PR's media relations campaign has been instrumental in making the brand first choice for lighting installers, designers and architects.We have achieved relentless media coverage in the most influential titles and built strong relationships with lighting and electrical journalists.
Finding fresh content and angles to keep the products in the spotlight over that period of time is no mean feat, but the cumulative column inches we've achieved speak for themselves.
Now distributed through the SIG Design & Technology Group, the roofing range has continued to grow, and we have nurtured relationships with key titles Architects Journal, Building Design and RIBA Journal.
In March 2010 we delivered a major launch event for green roof and living wall (pictured) technology at Westfield London shopping centre on behalf of the Group.
Finding merry men and women to support a £50m bid for Sherwood Forest: In 2007, Nottinghamshire's world-famous Sherwood Forest was one of four UK projects bidding for £50m from the BIG Lottery Fund's People's Contest, to be decided in a televised ITV vote.
Working with a fellow Notts agency, Aura PR spearheaded the viral marketing specialist media relations and lobbying campaign to secure those precious votes.
From a standing position — unlike competitor projects with long-established campaigners and brands behind them like Sustrans and the Eden Project — our direct campaigning reached 2,335,000 voters from specialist groups with a personal interest in realising the Sherwood Forest bid and achieved a combined reach of 6,500,000 through specialist media... living up to the legend Robin himself.
Aura PR launched the new brand, Music For All, to the public with an impromptu fanfare concert on Nottingham's flagship tram network. The stunt gained the attention of all the region's major media partners and Music For All gained significant ground, building on its loyal but niche membership and audience.
Aura's follow-up PR campaign consisted of creative photo opportunities and media relations work around Music For All's events and concerts.
Aura worked as part of a national team to plan strategic implementation across the region.
Our promotion of the revised Countryside Code involved a celebrity launch and reached some 5.5 million readers, viewers and listeners with significant coverage across both TV and radio stations.
Second and third phases of the campaign delivered strategic messages to school children and with the Kennel Club on responsible dog walking.