BAAPS ‘BE SURE, BE SAFE’ CAMPAIGN

The British Association of Aesthetic Plastic Surgeons had for some time expressed concern about the unrealistic and aggressive style of advertising in cosmetic surgery, and decided to launch their first-ever paid advertising campaign in some of the most popular women’s magazines. However as the ad budget was limited, the brief was to publicise the campaign from an editorial perspective as widely as possible. Wavelength held a media briefing on site at their Annual Scientific Meeting, and invited health and medical journalists from the national newspapers and consumer press and was attended also by camera crews and the Press Association. One news release was issued and resulted in over 170 articles in the space of 24 hours including Daily Mail, Daily Telegraph, The Guardian, The Independent, Observer, Metro, The Times, Sunday Times, The Sun, BBC News, Daily Express, Daily Star as well as dozens of regional newspapers and even Forbes and the Washington Post.

In the last five years alone, Wavelength has achieved well over 4,000 press articles for the BAAPS worth over £23Million of advertising equivalency.

BRITISH ACADEMY OF COSMETIC DENTISTRY

With over 900 dentist members, the BACD sought to be the leading educational entity for cosmetic dentistry in the UK. Wavelength was engaged to set up a consumer PR campaign that would establish them as the ideal destination for anyone considering aesthetic dental treatments, such as whitening, braces or smile makeovers. Wavelength prepared and distributed a number of press releases aimed at educating the public including general safety guidelines and statistics about Britons’ attitudes towards their teeth. Wide coverage was achieved from the very start of the campaign: in the first three months alone the BACD made appearances in newspapers such as the Evening Standard, Daily Mail, Daily Star, The Independent, Scotland on Sunday, Scotsman, Manchester Evening News and the Times, in popular magazines such as Now, Grazia, Men’s Health, Woman, Essentials, Easy Living and GQ as well as BBC News and GMTV – among many other print and broadcast outlets.

HILOTHERAPY

The revolutionary cooling system for post-surgery and sports injury healing needed a PR campaign to become known not only in the medical trade press but with the public. Cacique Public Relations was tasked to promote the treatment in the sports, trade and mainstream media. A press release was drafted when the system was trialled by boxing champion David Haye and resulted in wide coverage with photos showing him using the cooling mask in the Daily Sport, Evening Standard, Daily Star and London Lite. Another announcement was prepared and issued when Olympic long jumper Jade Johnson was injured on Strictly Come Dancing and was also treated with Hilotherapy, which resulted in a two-page spread in the Mail on Sunday and further exposure in the Telegraph. For the trade Cacique achieved extensive coverage in publications read by surgeons such as Cosmetic News, Independent Practitioner Today, and dental magazine The Probe. Cacique also secured exposure for the technology in The Scrum and Rugby Times as it was being trialled by the RFU on their players.



NAGOR

The UK’s only manufacturer of breast implants had experienced considerable growth through the recession, and wanted Cacique Public Relations to spearhead their first-ever PR campaign to increase brand awareness with the public. Cacique worked with the company’s team to develop a press release building on the increase in sales. The tongue-in-cheek announcement based on the ‘Buy British’ concept resulted in much interest from Scotland press, and on site interviews were arranged with the team. Coverage resulted in the Sunday Herald, Scottish Sun and Daily Record with even more in the pipeline, and an article was also secured in the Sunday Times.

HEAL GEL

Cacique Public Relations was briefed to publicize a healing gel created by five top plastic surgeons. With no advertising budget at launch time, Cacique worked to develop awareness of the brand editorially via samples for testing, participation in goody bags at prestigious events and celebrity endorsements. With only one press release, in less than six months the name Heal gel had become widely known with extensive coverage in outlets ranging from national newspapers such as the Mail on Sunday and Sunday Times, to fashion glossies such as Harper’s, Grazia, Vogue. Positive articles and reviews were also secured in Red, Zest, Tatler, Woman’s Own, Short List, Evening Standard and Top Santé, to name but a few.

MYBREAST.ORG

The first-ever national, specialist breast augmentation provider engaged Cacique Public Relations to publicize their launch. Cacique offered an exclusive to the Sunday Times announcing that the top UK surgeons were banding together and offering a budget service to prevent women suffering at the hands of untrained practitioners. The story appeared in the national Sunday newspaper as arranged and was followed by further coverage secured that week in the Daily Mail and The Sun, Evening Standard, Daily Sport and TheLondonPaper. Exposure for MyBreast.org continued with much momentum over the following months in the Mail on Sunday’s YOU magazine, Top Santé, The Sun, BBC News, Metro, The Independent, Daily Star, Daily Mirror, Daily Telegraph. The buzz surrounding the launch was such that MyBreast.org even made an appearance on comedian Allen Carr’s ‘topical barometer’ in The Friday Night Project as well as being talked about by DJ Chris Moyles on BBC Radio 1.

SOL DOGSTER DEODORISER

Sol Healing is an organic skincare range which was launching a new product specifically for pets. In the space of only three months, with just one press release announcing its introduction and a number of reader offers, Cacique Public Relations secured coverage in a wide range of specialist publications such as Equine Canine & Country Life, Our Dogs, Dog Training Weekly, ‘A Dog’ website, Naturally Happy Dogs, Our Dogs, Your Cat, and Dogs Monthly among others.

LONDON TOOTH WEAR CENTRE

This top London dental practice tasked Cacique Public Relations with educating the public about tooth wear and surface loss. One of the challenges was a lack of willing case studies, as full restorative work taking place at the practice was often extensive and patients felt embarrassed about being identified. Cacique proposed a number of creative ideas to promote the clinic’s unique expertise including a warning about DIY treatments and tackling dental care ‘myths’. These press releases and the offer of comment from experts on topical issues in the news resulted in extensive coverage in outlets such as the Daily Mail (and DM’s Good Health), Jewish Chronicle, Good Housekeeping, Easy Living, Reveal, Expert Beauty, Fabulous, That’s Life, Sunday Mirror, Glamour, GQ, Woman, Daily Telegraph, Top Santé, Bella, The Independent, Mother & Baby, FHM and Yahoo! UK.