Outwrite PR’s campaign called Fly, Eagles, Fly, to sell memberships of British and Irish Eagles, a UK fan club for the Philadelphia Eagles, has been shortlisted twice in the Public Relations Communications Association (PRCA) Wales & South West awards.
The British Eagles is a UK-based fan organisation of the Philadelphia Eagles, and Outwrite was tasked with supporting its goals to introduce paid membership.
Outwrite centred its digital PR around the Eagles’ first regular season game in London.
And the agency’s work, which resulted in a ten-fold increase in visits to the website, as well as enhanced social media and podcast stats, has earned nominations in the categories for best digital & social media, and best low budget campaigns.
Now in its 50th year, the PRCA is the world’s largest PR professional body, representing well over 30,000 practitioners.
Outwrite’s managing director Anthony Bullick said that, while the media credentials, for which Outwrite is well-known, allowed the agency to interview players and coaches at a media/practice day and post-game in the locker room, the agency’s digital experience turned the ensuing content into a campaign worthy of shortlisting.
He said: “It’s one thing thinking on your feet and generating creative content, but it’s how you apply it online that counts.
“Outwrite was an early adopter of digital PR. We’ve honed our skills, and are now very experienced in integrating elements such as social media and podcasts to deliver what the client wants.
“For example, our podcast cut through the digital noise to build relationships between the brand and the target audience.
“In addition, a Philadelphia reporter called our man on the ground ‘the biggest Eagles fan in Europe’ and interviewed him on live Philadelphia TV.”
The winners will be announced at a ceremony on June 13.
The PRCA exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice, and creating networking opportunities.
The agency’s clients include Bromborough-based LBW Chartered Accountants, UK-wide engineering, environmental, and planning consultancy Caulmert, Jones Bros Civil Engineering UK, and foodservice buying group Fairway Foodservice.