Tom Watts

Co-leading on the PR and comms strategy for the launch of IKEA and H&M's 'hyper-local' retail project, Atelier100, which celebrates and supports makers and creatives living and working within 100km of central London.

Tactics:

• Written brand assets (releases, media packs etc)

• Press office services and media pitching

• Seed collaborations and partnerships

• OOH advertising

• Paid social media

Results:

• 3,000+ posters & OOH ads positioned in key creative hubs across London

• 20+ partnerships and collaborations including UAL and Crafts Council

• 250+ media articles published with estimated reach of 1.3bn

Overseeing the strategic launch of audio specialists Sonos in key Baltic markets (Latvia, Estonia and Lithuania). Working closely with Sonos’ global team on the launch of the Sonos Ray and new Era 300 and Era 100 products.

Tactics:

• Managing press office for the Baltic region

• Branded asset creation and media pitching

• Partnerships and influencer engagement

• Reporting and analysis

Results:

• 25+ product features and reviews

• 2.5m reach in key Baltic markets

Overseeing the global comms strategy for Kaunas in Lithuania's year as European Capital of Culture 2022. Involved press office activity for key markets across Europe (UK, Germany, France, Poland, Latvia etc).

*Winner of the TravMedia ‘PR Campaign of the Year’ award 2023

Tactics:

• Global campaign strategy

• Creation of branded assets

• Asset localisation and translation for target markets

• Global press office services

• Group and individual press trip management

Results:

• 634,287,654+ total readership of coverage generated

• 77 items of coverage generated

• 33 individual and group press trips organised

Responsible for writing numerous articles, destination guides and web pages for Visitwales.com.

Adhering to brand guidelines and tone of voice while optimising content for the web. Included the main descriptive text for VisitWales’ ‘This is Winter’ campaign.

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Overseeing the comms strategy for the Slovenian Tourist Board in the UK and Ireland. My core objective was to establish Slovenia as one of Europe’s leading responsible tourism destinations.

Tactics:

• Establishing an overarching comms strategy based on prioritising authentic responsible travel experiences in the destination

• Copywriting across all ‘owned’ channels - in-keeping with brand TOV

• Press pitching (B2C and B2B) - working with leading trade and consumer press to secure continuous coverage in the UK and Irish media

• Fair and event support including hosting talks and discussions at key trade events such as the World Travel Market

• Media buying and advertorial management

• Group and individual media visits

• Collaborations and partnerships

Account Director supporting Paisley’s bid to become UK City of Culture 2021. Award-winning work that saw Paisley rise to become odds-on favourites to win the title the day before the announcement.

*Winner of the CIPR Excellence Awards ‘Arts, Culture or Sport campaign’

Tactics:

• International press office services

• Individual and group media visits

• A-list influencer engagement (Gerard Butler & Paolo Nutini)

• Event support

Results:

• 600 million OTSH (opportunities to see and hear)

• 12,404 reach for every £1 spent

• 25% rise in visitor numbers

• From underdogs to odds-on favourites with Ladbrokes

• 178 million online reach

UK Account Director for the print-on-demand and fulfilment leader Printful, which is also Latvia's first unicorn business (privately held company valued at over $1bn).

Tactics:

• Crafting a marketing strategy to generate exposure for the Printful brand amongst e-commerce, trade and enterprise audiences

• Central press office services and bespoke media pitching

• Generating additional coverage in other key European markets - France and Spain

• Organising print and podcast interviews for Printful CEO

• Support on event to celebrate the launch of Printful's first UK facility.

Results:

• 46 items of coverage over a six month period

• 1.5 million audience reached

Raising awareness of Slovenia as a leading cycling destination by working closely with the country’s world-famous Tour de France winning cyclist Tadej Pogacar and Slovenian cycling legend Primoz Roglic.

Tactics:

• Writing the copy for new cycling page on the client website to be used as key information hub during TdF 2021

• Organising and hosting an online media conference with cyclist Primoz Roglic

• Devising a ‘Roglic vs Pogacar’ promotional video testing the cyclists’ knowledge of their home country

• Supporting press office services and media pitching

Account Director for Dundee Council with specific emphasis on promoting the city’s electric vehicle infrastructure.

Tactics:

• Translating sometimes complex EV infrastructure projects into easily digestible visual and written content

• Crafting enticing press releases and pitches responding to key industry trends (B2B and B2C)

• Organising speaking opportunities at key industry events such as the FT Future of the Car Summit

Results:

• High profile media coverage in leading publications such as Guardian, BBC and Financial Times

• Combined media reach of over 5 million in key sectors and publications

Working on an integrated destination marketing campaign for the Wales Coast Path that would position it as a leading UK wellness destination. The project was called #ThisMomentNow.

Tactics:

• Creation of media information on health benefits of hiking to generate content for advertorials, blogs, social media & banner advertising

• Consumer and trade PR activity, group and individual media visits programme

• Creation of PPC campaign targeting individuals along the ‘M4 corridor’ to go out and walk the Wales Coast Path

• Creation of social media-based 'Blue Monday' ad campaign running across Instagram and Facebook

Results:

• Coverage in leading publications including the Daily Telegraph, Daily Mail and the Guardian

• Ads viewed by audience of over 252K across social media & banner platforms

• The paid #ThisMomentNow campaign reached an audience of 98,639

Account Manager raising awareness of Château Purcari’s ‘Freedom Blend’ and its Ukrainian support-initiative through international press office and partnerships with world-renowned wine influencers.

Tactics:

• Press office and media engagement in key countries across Europe including the UK, Germany, France and Italy

• Managing the sample process to ensure key media in the UK and Germany were able to sample the wine

• ‍Influencer activation - working with influencers to act as brand ambassadors and raise awareness for the Ukraine initiative

Results:

• 2,436,966+ total readership of coverage generated

• 463k+ total audience of paid influencers that partnered with Château Purcari

• 73k+ total audience of influencers covering the client after receiving complementary bottles

Establishing brand tone of voice and generating coverage for Sharpham Park’s spelt products during lockdown.

Tactics:

• Creation of media information packs regarding the health benefits of turning to a diet based on spelt and other 'ancient grains'

• Press releases focusing on key trade news including new products, packaging and sales increases

• Organising high profile interviews with Roger Saul, founder of iconic fashion brand Mulberry, about how and why he made the move to spelt

Results:

• High profile interviews for Roger Saul in publications including the Metro, the Sunday Times, the Daily Mail and Waitrose Weekend

• Coverage in a variety of consumer and food trade publications

• Discussions with broadcasters led to Sharpham Park featuring on Countryfile

Overseeing a brand awareness campaign for Go Vilnius, showcasing the Lithuanian city as a must-visit destination for UK & European audiences through digital and OOH advertising.

Tactics:

• OOH advertising campaign across major cities with flights to Vilnius: London, Liverpool and Berlin

• Selecting key advert placement options and brokering an agreement to increase number of billboard ads

• Adverts placed in key London footfall locations including Liverpool Street, Victoria and Kings Cross

Results:

• Total impressions generated: 17,849,688

• Project managing the sustainable tourism website's in-depth destination guides.

• Researching and writing guides, as well as commissioning freelance writers and editing content in line with the website’s content guidelines and tone of voice.

• Guides were then uploaded using the Greentraveller CMS, a process that involved optimal keyword research and tailoring the text for SEO purposes.

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