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SITA B2C AUGUST DIARY BY CHARLES ORCHARD
August was filled with exciting projects, live shoots, and new campaigns. With the commencement of the 2023/24 Premier League season and the expansion of the team’s efforts into William Hill’s Vegas sub-brand, the past 30 days have produced some of the most impressive and diverse pieces of work of 2023 for the team.
THE B2C
AUGUST DIARY
New Content Series – Grosvenor Sports / Star Sports
We were excited to hear that Grosvenor Sport had added former Liverpool defender Jose Enrique to their ranks as a brand ambassador alongside the opinionated Jamie O’Hara, and the team wasted no time in brainstorming content ideas for the pair to get their teeth stuck into over an afternoon of filming. What followed was an exciting journey to Grosvenor Casinos in Piccadilly Circus to oversee the shoot and enjoy a drink with the former pros.
Another notable achievement for the team came in the form of another football content series, this time for Star Sports. After considerable hours of brainstorming names, talent and episode topics, our team brought together the dynamic trio of Alex Crook, Bianca Westwood, and Robbie Savage for a series of live shoots named “Route One Football”, with the first episode distributed in early August. Five episodes were recorded in a single day at the Star Sports shop in Mayfair, with encouraging figures from viewership metrics and engagement rate thus far.
Unveiling the Next James Bond: William Hill Vegas Survey and Coverage
At the heart of the B2C team’s aims in 2023 was to continue to diversify our portfolio and engage with our audience on different fronts, as part of an increased emphasis on William Hill’s Vegas sub-brand. Our heads therefore turned to the iconic James Bond franchise, and the team conducted a survey of the UK public to determine their choice for their preferred actor to play the role.
The subsequent press releases, which Idris Elba will certainly thank us for, generated an enthusiastic response, with coverage making its way into a wide range of UK publications. It was fascinating to see the public's choices and opinions, sparking lively discussions on social media about who could embody the suave and charismatic character of Bond and which of the franchise’s 25 films was the most popular – offering some unique insights into the realm of cultural resonance and shared consumer interest.
Up Front with Simon Jordan: Mike Dean's Candid Confession
A defining moment of our August exploits came from our collaboration with William Hill’s ‘Up Front with Simon Jordan’ podcast. One episode unveiled an astonishing revelation from former Premier League referee Mike Dean, where he admitted that he refused to send Anthony Taylor to the VAR area when Tottenham’s Cristian Romero could have been sent off for violent conduct against Chelsea because he considered Taylor a ‘mate’ and wished to spare him additional scrutiny in an already heated game.
The impact of this revelation was staggering. The B2C team’s press releases on the episode sparked a whirlwind of media attention, generating a staggering 143 pieces of coverage across print and online platforms for William Hill. The story graced the back pages of major national publications across the UK, commanding an audience figure in the millions and garnering significant exposure for both our client and the podcast.
I Had Trials Once podcast
Another notable achievement in August came in the form of our work with Checkd Media. They entrusted us with the task of amplifying the reach and viewership of a podcast under their umbrella – ‘I Had Trials Once’ – with former Leeds United assistant manager Karl Robinson appearing as a special guest. Robinson's insights into his short time at Leeds towards the end of the 2022/23 season, particularly his experiences working under Sam Allardyce, promised an engaging narrative.
Our team rose to the occasion with two well-crafted press releases. We secured a significant 28 pieces of coverage across several major publications in the UK press, backed by 27 backlinks – a crucial element in the modern digital PR landscape.
Charlie Hills Filming Day
In our continuous quest to engage our racing audience and provide insightful content, the team embarked on an exciting project ahead of the York Ebor Festival in late-August. We had the pleasure of filming at leading trainer and William Hill ambassador Charlie Hills’ Lambourn yard, alongside Meg Nicholls, an ex-jockey who has transitioned into a presenter role on Racing TV. Together, we created six thoughtfully curated videos that offered previews of the four-day event.
What makes York so special? @Meg_nicholls11 asked @cbhills, who is no stranger to a winner or two on the Knavesmire 🦇⤵️ pic.twitter.com/5sV8m8vo7c
— William Hill Racing (@WillHillRacing) August 22, 2023
With a keen focus on authenticity and meaningful interaction, we crafted questions for Charlie and Meg that resonated with our audience on Twitter. The intent was to not just share insights, but also to foster engaging discussions around the races, and the six videos commanded a combined impressions figure of above 70,000.
New Content Series – Grosvenor Sports / Star Sports
We were excited to hear that Grosvenor Sport had added former Liverpool defender Jose Enrique to their ranks as a brand ambassador alongside the opinionated Jamie O’Hara, and the team wasted no time in brainstorming content ideas for the pair to get their teeth stuck into over an afternoon of filming. What followed was an exciting journey to Grosvenor Casinos in Piccadilly Circus to oversee the shoot and enjoy a drink with the former pros.
Another notable achievement for the team came in the form of another football content series, this time for Star Sports. After considerable hours of brainstorming names, talent and episode topics, our team brought together the dynamic trio of Alex Crook, Bianca Westwood, and Robbie Savage for a series of live shoots named “Route One Football”, with the first episode distributed in early August. Five episodes were recorded in a single day at the Star Sports shop in Mayfair, with encouraging figures from viewership metrics and engagement rate thus far.
Up Front with Simon Jordan: Mike Dean's Candid Confession
A defining moment of our August exploits came from our collaboration with William Hill’s ‘Up Front with Simon Jordan’ podcast. One episode unveiled an astonishing revelation from former Premier League referee Mike Dean, where he admitted that he refused to send Anthony Taylor to the VAR area when Tottenham’s Cristian Romero could have been sent off for violent conduct against Chelsea because he considered Taylor a ‘mate’ and wished to spare him additional scrutiny in an already heated game.
The impact of this revelation was staggering. The B2C team’s press releases on the episode sparked a whirlwind of media attention, generating a staggering 143 pieces of coverage across print and online platforms for William Hill. The story graced the back pages of major national publications across the UK, commanding an audience figure in the millions and garnering significant exposure for both our client and the podcast.
Charlie Hills Filming Day
In our continuous quest to engage our racing audience and provide insightful content, the team embarked on an exciting project ahead of the York Ebor Festival in late-August. We had the pleasure of filming at leading trainer and William Hill ambassador Charlie Hills’ Lambourn yard, alongside Meg Nicholls, an ex-jockey who has transitioned into a presenter role on Racing TV. Together, we created six thoughtfully curated videos that offered previews of the four-day event.
What makes York so special? @Meg_nicholls11 asked @cbhills, who is no stranger to a winner or two on the Knavesmire 🦇⤵️ pic.twitter.com/5sV8m8vo7c
— William Hill Racing (@WillHillRacing) August 22, 2023
With a keen focus on authenticity and meaningful interaction, we crafted questions for Charlie and Meg that resonated with our audience on Twitter. The intent was to not just share insights, but also to foster engaging discussions around the races, and the six videos commanded a combined impressions figure of above 70,000.
Unveiling the Next James Bond: William Hill Vegas Survey and Coverage
At the heart of the B2C team’s aims in 2023 was to continue to diversify our portfolio and engage with our audience on different fronts, as part of an increased emphasis on William Hill’s Vegas sub-brand. Our heads therefore turned to the iconic James Bond franchise, and the team conducted a survey of the UK public to determine their choice for their preferred actor to play the role.
The subsequent press releases, which Idris Elba will certainly thank us for, generated an enthusiastic response, with coverage making its way into a wide range of UK publications. It was fascinating to see the public's choices and opinions, sparking lively discussions on social media about who could embody the suave and charismatic character of Bond and which of the franchise’s 25 films was the most popular – offering some unique insights into the realm of cultural resonance and shared consumer interest.
I Had Trials Once podcast
Another notable achievement in August came in the form of our work with Checkd Media. They entrusted us with the task of amplifying the reach and viewership of a podcast under their umbrella – ‘I Had Trials Once’ – with former Leeds United assistant manager Karl Robinson appearing as a special guest. Robinson's insights into his short time at Leeds towards the end of the 2022/23 season, particularly his experiences working under Sam Allardyce, promised an engaging narrative.
Our team rose to the occasion with two well-crafted press releases. We secured a significant 28 pieces of coverage across several major publications in the UK press, backed by 27 backlinks – a crucial element in the modern digital PR landscape.