Innovative work by Outwrite PR to create attention-grabbing digital content has earned the agency a nomination for a top UK award.

The agency’s campaign called Fly, Eagles, Fly, to launch memberships of British and Irish Eagles, a UK fan club for the Philadelphia Eagles, has been shortlisted at the UK Content Awards.

Outwrite’s work, which included podcasts, together with creative social media posts, has been nominated in the best mobile content category.

The UK Content Awards celebrates excellence in content marketing and rewards agencies and in-house teams for creating high quality, valuable content which attracts, informs, engages, and retains an audience to ultimately deliver traffic and profit.

The winner will be announced at a ceremony in London on 6 June.

Among other nominees for awards are big-budget campaigns by some of the UK’s leading integrated PR agencies and in-house teams from major businesses, many for household-name brands.

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.

As part of the activity, Outwrite launched a regular podcast with interviews with high-profile individuals known to Eagles fans in the UK.

In addition, the agency was granted media access to attend practice and media days in the run-up to the team’s headline game at Wembley, as well as the locker room for post-game interviews.

Outwrite’s journalistic know-how, including to spot unusual news angles, and skills in writing crisp copy straight away, to be first to post the story, ensured that its mobile content campaign stood out.

The media expertise of the Outwrite team was highlighted after the Eagles’ own promotion team harnessed coverage of the Outwrite representative at the club’s UK press conference to create content for use within its own PR campaign around the UK visit.

The agency also created photogenic photo-opportunities to boost likes by Eagles followers who were potential recruits to buy British Eagles memberships.

A particularly well-liked post comprised a selfie alongside a renowned Eagles player and the Super Bowl trophy the team won in February 2018.

Outwrite managing director Anthony Bullick said: “Sports content is becoming a specialist area for us. From work with Active Cheshire, Connah’s Quay Nomads and now this transatlantic work, we’ve developed a niche in understanding the rules and fan bases of different sports.

“We’re very proud that our work is being recognised in this way. We believe this nomination shows that regional agencies have as much expertise and just as many skills as the big firms across the UK.

“We’re particularly pleased with the results of the podcast, which allowed us to be creative and cut through digital noise.”

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.

The agency specialises in integrated PR and SEO (search engine optimisation), crisis PR, and social media training.