Challenge
With just two weeks to plan and execute, the challenge was twofold: devising a cohesive campaign across three distinct markets, France, Germany, and Italy, with different media landscapes, and delivering a high volume of top-tier media coverage. Merlin Entertainments needed an agile, expert-led PR team that could manage the complexities of multilingual media outreach while aligning the messaging to their overall branding objectives and guaranteeing measurable results.
01Solution
We deployed a team of senior, local PR experts with deep expertise in consumer media relations in each region to work alongside Merlin Entertainments’ UK agency to quickly scale their international capabilities. The campaign focused on securing high-profile media placements through strategic storytelling, proactive journalist engagement and tailored content distribution. Activity in each market spanned translating and adapting press materials, facilitating interviews with key target journalists and and results tracking and reporting.
02Results
- 133 media placements across three markets
- 41 top tier pieces of coverage in France in Le Figaro and France 2, in Germany with Der Spiegel, ZDF and Abendzeitung München, and Italy with Studio Aperto and RAI TG1
- 52.6 million online coverage views
I have absolutely loved working with The PR Network, you have been phenomenal. Excellent communication, always reliable and fantastic results which have contributed to our attractions expanding their international reach. I am so pleased we onboarded you and look forward to seeing what projects we can work on in the future. Thank you!Sydney Simmons — Communications Executive, Merlin Entertainments
