Spirit PR was employed by Haynes Publishing in September 2010 and tasked with taking their coverage beyond the motoring press and into the national media.
Having evaluated their systems and strategies, we took a fresh approach, introducing new communications tools such as e-newsletters, social media channels and video and building relationships with key target media.
We have achieved a 40 times return on investment and secured regular coverage in the national broadsheets, tabloids, broadcast and consumer media. This shift in emphasis has helped Haynes titles reach new audiences and created unprecedented levels of coverage for the company, whilst maintaining strong relationships and high levels of editorial exposure in motoring and motorsport publications.
We have generated nearly 70 articles in national newspapers, various national radio and TV features and well over 1,400 pieces of coverage overall since starting our work with Haynes. Highlights include reaching 18.5 million people through the PR campaign for Tiff Needell’s autobiography, securing The Bee Manual a place in The Sun, and featuring the Wallace and Gromit Cracking Contraptions Manual on MailOnline, which reaches 80 million users a month.
We recently launched Haynes Publishing and Haynes Books on Facebook and Twitter to help Haynes directly engage with enthusiasts worldwide. The results so far have been positive, with 3,500 new fans connecting to the Facebook pages within a month of launch and a combined 2,000 Twitter followers connecting with Haynes after 10 weeks, purely through Twitter outreach alone.
“It is a brave PR agency that takes on a publishing house. Spirit, in my opinion, is the bravest.
“They hit deadlines and keep an eye on the news agenda which means that our authors and titles have the best chance of getting maximum press exposure.”
Jeremy Yates-Round, Managing Director, Haynes