News creation can be a valuable, but unpredictable tool. Our task here was to get away from the national press’ specialist sections and into the news editorial pages. This was achieved through the creation of a new acronym – SHEF – representing a new generation of consumers who shunned busy bars to Stay Home and Entertain Friends. Based on firm research and given regional twists and lifestyle angles, this story caught the newsdesk’s imagination |
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Results
- The resulting coverage reached 2.6 million people
- Lead story covered as news story in The Independent, The Observer and Metro (all regions)
- 14 regional papers covered the story
- Extensive online coverage, including The Guardian Online, Scotsman Online and Manchester Evening News
- All articles featured Ernest & Julio Gallo as the information source
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