This document summarizes several case studies showing the results of public relations campaigns for various clients. It describes increases in brand recognition, media coverage, and business metrics like number of patrons or passengers over time frames ranging from 6 months to 18 months as a result of the PR efforts. Campaigns included activities like trade show booths, media placements, social media growth, and commentary that led to returns of 10-11 times the initial investment compared to traditional advertising.
4. Case Study: Fortune Cookie
Projects Singapo
re
Jakarta
34 Clippings
London
28 Publications Dubai
New
York
Hong
Kong
5. Case Study: Fortune Cookie
Projects
3 booths sold out,
500 + visitors,
20 booths
SG $20,000
34 Clippings confirmed for
Investment
2009, 11 x ROI
compared to
advertising
6. Case Study:
June 2007 June 2008
• Zero Brand • Consumer Brand
recognition Recognition
• 20 Passengers / • 50 passengers /
week day
Dec 2007
• Industry Brand
Recognition
• 20 passengers /
day
7. Case Study:
Jun 08 –
Sep 08
Jan 08 – • 30
Quality
Jun 08 Clippings
• Newspapers
• 50 Clippings (monthly)
• Business • Broadcast
Jun 07 – Press media
Dec 07 • Traditional • Radio
Travel Media
• 120 • Web media
• Luxury Press
Clippings
• Online
Travel Media
Time
8.
9.
10. Case Study: > 200 Clippings
> 15 countries
Singapore England Denmark
Jakarta Belgium USA New Zealand
Malaysia China Russia Australia
Hong Kong Thailand France Spain
11. Case Study:
June 2007 – Sept 2008
80-100
passengers/day
PR Effort (18
20 passengers / Expert
months, 200
week commentator, 10
Clippings)
x ROI compared
to advertising
12. Case Study:
3,000 patrons/month
1,800 patrons/month
April 2009
• Secured major
corporate events
• Facebook group
Jan 2009 grew to 1,770
1,000 patrons/month • Introducing Social
• Links to most night
Networking Tools
spots
• Revamp website
• Newspaper coverage
• Newsletter reach to
Database of 16,000
• 15% open rate, 8%
Nov 2008 click through
• Limited reach • Facebook 1400+
• Some media coverage
• Introduced
Newsletter to
database of 3,000
• Facebook group 700+