Like many other businesses during this time, Team Siren’s work has been considerably different and varied during Covid-19, with a greater focus on effective crisis communications and pivoting on a sixpence.
The support and feedback from our clients is valued even more so during this time and it makes us proud to know our hard work has been benefiting them. Here are a few key moments from recent months and examples of how we’ve adapted our efforts to help our clients to communicate effectively in this difficult time.
Cheddar Gorge Cheese Company
At the beginning of lockdown, The Cheddar Gorge Cheese Company adapted its products to produce lockdown bundles – a selection of cheeses available online for home delivery. At Siren we worked with our media contacts to secure coverage about the bundles producing several pieces of editorial in key titles. As a result, Cheddar “had a world record number of online orders” in one day following a piece placed in the Sunday Mirror, which some clients also referenced seeing when they called the business to place their order. The team at Cheddar was extremely grateful and commented that “the mail order business kept them going” through this difficult time.
John Spencer, The Cheddar Gorge Cheese Company:"I just wanted to put on record my appreciation for the superb support we’ve received from Siren in the last couple of months. In addition to helping us refine some of our ideas, the team has been extremely proactive and generous with ideas of their own.”
Holy Island Gin
Another business forced to innovate its product offering throughout lockdown, Holy Island Gin crafted ‘Stay at Home’ bundles – offering the perfect combination of ingredients for an at home tipple, delivered straight to your door. Siren was tasked with helping the artisanal island gin distillery promote the bundles by crafting and pitching the media story and providing journalists and influencers with samples. Over 15 pieces of coverage later, with a circulation of 1,277,069, the first batch of bundles sold out by the end of May. Read more about this project here.
Molly Luke, Holy Island Gin:"We really cannot thank you enough for everything you and your team have done for Holy Island Gin. I know this time has been tough for all businesses but you guys have really kept us going and shown us that our little business has potential to grow.”
Ruth's Little Kitchen
An award-winning baker and cooking instructor was forced to take her classes online at the beginning of lockdown. Taking it in her stride, Ruth developed virtual workshops offering viewers a chance to learn something new and have a little fun while being forced to spend more time at home. Siren shared the great news with media, placing the story in a number of relevant titles including Delicious magazine, Speciality Food magazine, Metro, Notebook and The Week, as well as coordinating Instagram Live interviews with relevant businesses such as Cheddar Gorge Cheese Company. We love making big differences to little businesses and Ruth’s Little Kitchen is no different, even exclaiming her “life was made” after appearing in Delicious magazine.
Team Siren’s expertise in crisis communications came into play when assisting Thames Clippers with the announcement that due to the pandemic, services were being suspended for an indefinite period. Throughout this time, we worked on ensuring the brand was front of mind for when commuters returned to the capital by planning and implementing a series of digital activities. The Thames Clippers’ virtual tour proved popular with the brand’s Twitter followers – reaching a total of 1,522,693 people creating 109,454 impressions and achieving an engagement rate of 3.5%.
Samantha Campbell, Thames Clippers:"Thank you for a fantastically well-thought out and executed virtual river tour. It was lovely to see the continuous engagement along the route, both from members of the public as well as our third-party partners. Very well done and thank you!”
The Scenic Group
With travel and cruising restrictions being put in place, affecting the group’s summer season that was about to set sail, Siren was tasked with producing statements in order to communicate sailing suspensions with key stakeholders. Once the crisis communications were handled, we moved our focus to virtual activities and inspiring people to bring elements of the brand into their homes while they can’t travel – food and cocktail recipes proved particularly popular among media and produced several pieces of valuable coverage for the brands.
Here at Siren, we pride ourselves on our ability to handle a crisis and communicate effectively during these times. We recently sponsored TTG’s Restart Travel: Holidays Are Go! webinar where our very own, Katie Wright, talked through the importance of communications in these times and how to get important messages about health and safety across without alarming or deterring would-be travellers.
Interested in how we can help you? We are offering travel clients and small businesses a new set of engagement opportunities for those looking to test the water with PR over the next few months. Find out more here!