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The Plum Guide

Brand Launch

Publicity

Brand Messaging

Corporate Profiling

The Brief

The Plum Guide appointed The PC Agency to introduce and launch The Plum Guide into the UK and US market. The PC Agency’s main objective was to focus on securing top tier editorial with a strong online presence.

The Approach

Brand Messaging –The PC Agency did extensive internal competitor analysis to perfect brand positioning. The PC Agency focused on the Plum Test being the ultimate USP and factor standing out against its competitors.

Profile Opportunities – The PC Agency pitched in and secured powerful profile opportunities for the owner Doran in various titles including Evening Standard and The New York Times.

International Media – The PC Agency flew to New York and arranged one to one media meetings with top US media to generate awareness and secured features for The Plum Guide.

Targeted Pitching – The PC Agency pitched in The Plum Guide to various media and secured strong media opportunities including The Sunday Times Home, Evening Standard, Evening Standard Online, The Times Magazine and Harper’s Bazaar Online.

The Results

Successfully launched this fresh digital brand that takes the homestay sector to a new level and positioned The Plum Guide as a pioneer in its field.