We conducted PR for the launch of a fantastic new £6.5m centre of excellence for Welsh food.

Bwyd Cymru Bodnant Welsh Food was officially opened by their Royal Highnesses the Prince of Wales and the Duchess of Cornwall.

It is an innovative centre for the production, promotion and enjoyment of Welsh food, located within beautifully renovated 18th century buildings at Furnace Farm in the Conwy Valley. The biggest investment in an independent consumer development of this kind in Wales for a number of years, it boasts a Welsh food shop, dairy, bakery, butchery, tea-room, restaurant, cookery school, training facilities and farmhouse accommodation.

Outwrite worked with our Welsh medium associate, Ffion Clwyd Edwards, to organise a media preview day and help manage media on the day of the Royal visit.

Despite inclement weather, the day proved extremely successful with a good turnout of TV, radio and print journalists and camera people. They met owners, Michael and Caroline McLaren, as well as managing director, Sandy Boyd. They also interviewed key personnel from the dairy, bakery and butchery, as well as local producers who supply the business.

Our bilingual media pack included a press release and fast facts, and we briefed Welsh and English speakers ready to give interviews. We commissioned a photographer to ensure that journalists who were unable to attend had access to images.

The preview was successful in giving the media full access to the centre prior to the official opening. It gave them plenty of scope to film background footage, take library shots, and conduct in-depth interviews, which time and access limitations prevent during Royal visits.

Our role during the Royal visit itself included setting up a media centre, as well as briefing and accompanying media representatives who toured the site with the Royal couple.

The launch generated extensive coverage in the print, broadcast and online media. Outlets that covered the event included BBC Wales (pre-event and post-event), S4C, ITV Wales, Radio Cymru, Heart FM, the Daily Post, Western Mail, North Wales Weekly News and North Wales Pioneer, as well as freelance and consumer magazine journalists.

The launch gave us the opportunity to form links with key journalists on behalf of the centre, helping to ensure it will enjoy ongoing positive media coverage.