inspire international
Integrated PR, marketing and social media strategy for a pioneer in health and safety, environmental and quality management for the commercial vehicle and logistics sectors.
europa worldwide group
the challenge
The Sunday Times Top Track 250 company Europa Worldwide Group is a rapidly expanding, privately owned operator offering specialist road freight, air, sea and logistics services.
The group employs over 1,300 people with 17 sites across the UK and Ireland, plus Europa’s own teams in Belgium, the Netherlands, France, Czech Republic, Hong Kong, China, India, the UAE and South Africa. The global operator has an annual turnover of £300m+.
the solution
Following Europa’s acquisition in 2013, Eden was first tasked with creating a robust communications strategy and then delivering it. This has included project managing an entire company-wide rebrand. Eden is also responsible for overseeing Europa’s wider communications, its digital marketing and digital strategy and wider brand marketing functions.
Key to the strategy has been to communicate Europa’s brand as an innovative, forward thinking, and ambitious business – a business not afraid to do things differently in a marketplace where change isn’t commonplace. A business where people are proud to work, which challenges the status quo and which is constantly looking to grow.
The PR campaign – driven by Eden working very closely with the Managing Director – is fluid, constantly reviewed and ultra-creative and results driven, to help make this goal a reality.
Strategy and Plan
For Eden’s PR campaign to reflect Europa’s ambitious business plan, we need to reflect its internal values in every piece of copy we draft and in every conversation we have with journalists.
We created a rolling activity programme of both public and press relations. We split the public and press relations into the business’s five divisions – giving the separate teams a tailored and honed selection of opportunities each month across a diverse range of media and audiences, which are targeted and results-driven and which can be tangibly linked to increased sales.
The broader picture: we deliver an overarching programme of activity for the business which promotes its overall successes across all regions where the business has a branch and we lead specific campaigns for MD Andrew – such as his high-profile pro Brexit campaign and his petition to parliament to ease congestion at the Dartford Tunnel. Both of these campaigns have been disruptive and headline-grabbing from the get-go and have put Andrew and Europa on the media’s agenda.
More than media, Eden acts as Europa’s external in-house department – managing a wide range of activities from efooters and eshots to branding and merchandise.
As Europa’s long standing retained PR agency, our strategy is simple – never stay still. We are constantly thinking of new and more creative ways to keep Europa in the media spotlight and to add to the brand’s credibility.
results
- Increased audience reach year on year: from 2.9m to 9m.
- Regular coverage in top target titles International Transport Journal, Freight Business Journal, Logistics Manager, Motor Transport and Multimodal.
- Major proactive PR campaigns launched and managed across local, regional and national media – Brexit, Stop the Convoys, Corby £60m warehouse, Europa FLOW.
- Each story generates 6 pieces of coverage on average.
- Ongoing coverage achieved in national broadcast and print media including BBC Radio 4, Sky News, ITV, BBC, Daily Mail, Huffington Post, The Times.
- High profile opportunities secured for Directors including a position on the Daily Mirror’s pre-general election debate committee.
- Eden secured participation in webinars for industry and business media, Commercial Motor, Business Industry Multimodal and Business Leader.
