The Challenge
The Wave Bristol is a pioneering project that is set to be the first of its kind in the world. In essence it aims to create a manmade surfing lake within botanical gardens on the outskirts of Bristol. In reality it is much more than that. The team behind the project wants to use it as a vehicle to get people of all ages, all abilities and all backgrounds back in touch with nature, exercising, relaxing and socialising with each other.
Fresh has been involved with the project since conception and our challenge has been to use media relations to build positive momentum for the project and help support it through the planning process.
The Activity
The first thing we did was to develop a full communications strategy that covered elements such as brand positioning, tone of voice, key messages and target audience. This strategy underpins all activity and is revisited on a regular basis.
Key activity that we recommended and implemented was:
- Drafted and distributed a media announcement about the project intentions and coordinated media interviews with project founders
- Used media coverage to help generate sign-up to website newsletter and project Facebook page
- Ran a media training workshop for key project spokespeople
- Develop a full internal Q&A document that is updated on a regular basis
- Coordinated a media announcement regarding the preferred land for the project, including organising filming for two TV crews, live / pre-recorded radio interviews and photography opportunities
- Worked in partnership with Copper Consultancy to run two community consultation events and handled all media activity around these events
- Handled reactive media requests and drafted a number of features for key press from regional newspapers to monthly surfing magazines
The Outcome
The planning application was submitted with overwhelming public support (over 1,000 submitted supportive comments) and minimal opposition (approx. 64 individual comments against the application) and was approved in April 2014.
“We have been working with Fresh Communication for more than four years now and have been thoroughly impressed with the service they provide. The team is incredibly efficient and has delivered a very comprehensive and strategic plan to PR and Communications for our project.
“They are easy to get in contact with, clear on their objectives and when they have been in a public facing role, they have been warm and courteous to all stakeholders. I would recommend them to anyone serious about delivering a PR strategy in a very professional manner.”
Nick Hounsfield, Founder of The Wave