A long-term press office brief for the remote UK overseas territory of St Helena needed to step up a gear in the run up to the opening of an airport. With limited opportunities to get media to one of the world’s most remote islands – requiring a three-week trip by Royal Mail Ship – setting up visits for media was challenging and time-consuming, but essential for considered, detailed articles.
Widespread coverage ran throughout the 12-month period prior to the airport opening in the likes of Mail Online, The Times, Wanderlust magazine, Sunday Telegraph, Lonely Planet magazine and Conde Nast Traveller as well as on BBC Radio and ITV News. With a total audience reach of 45 million.
“It was fantastic and reassuring to know we could rely on true PR professionalism; not all went to plan with the opening of the airport, so the PR had to include crisis media management too. The tourism team on the island really appreciated such in-depth understanding of the island’s sensitivities and special demands.”
Christopher Pickard, St Helena TourismNext project
Hope Yard PR — Pentire House, Beach Road, Newquay, TR7 1ES