Brief

Each client brief can vary widely, including the geographical remit. Steinway & Sons, the makers of iconic grand pianos, and The Glenturret whisky have both briefed Simon+Simon to create brand awareness not only in the UK but across mainland European markets including Austria, France, Germany, Switzerland and Russia.

Action

For many years, Simon+Simon has worked with a trusted network of PR specialists in Europe as well as the US and Asia. The agency quickly established that one key factor for a successful, local communications campaign is that each of the PR specialists is based in cities of wealth in the relevant markets - which, in many cases, also happen to be the main media hubs.  

For the Steinway & Sons and The Glenturret briefs (both ongoing briefs), Simon+Simon works closely with trusted local PR specialists to create media assets and story angles relevant to each market and culture. Whether it be a press trip, an influencer campaign, a trade & lifestyle event or a traditional media distribution – Simon+Simon coordinates and manages all activities with the local specialists to achieve the best results in each market. Many of the PR events or press trips have been international events, successfully combining media and influencers from all markets. For both Steinway & Sons and The Glenturret, Simon+Simon acts as lead agency, offering one point of contact only in order to streamline all communications efficiently.

Results

As both client briefs are ongoing, results over the years have varied based on the PR activities. The Steinway & Sons campaigns have generated large features in national newspapers across each market; press trips to the European factory are usually a firm favourite not only amongst media but also amongst bloggers and influencers from the different markets. Steinway & Sons’ Limited Edition pianos usually have a particularly good pick-up from Russian and Swiss media, whereas French journalists usually prefer individual trips to the factory.