The Distinctly team shifted focus in May to amplify the opportunity of spring being a key period for wildlife, in order to secure coverage for their client, Ark Wildlife. Distinctly took a layered approach to capitalise on multiple stories in one month.
Distinctly identified two key awareness dates in the calendar during May: National Gardening Week, and No Mow May (a campaign that encourages the public to let their lawns bloom). We identified the need for people to connect with nature during lockdown, and reports of increased numbers of mental health concerns. This provided a basis to approach journalists with insight into what can be done in the garden to connect to nature.
We leveraged existing journalist relationships to gather information ahead of National Gardening Week, allowing us to better target our stories to key publications. The digital PR team also pitched in the availability of Ark Wildlife MD, Sean McMenemy, as an expert to provide authoritative insight for articles during the awareness week.
Simultaneously, Distinctly worked on campaign ideas for No Mow May and identified fluctuating UK butterfly numbers as a topical news item to develop as an expert-let story to pitch to target publications.
To date, we’ve secured 12 pieces of coverage including links both to their homepage and relevant product pages from top tier publications.
This included coverage from home and gardening publications such as Country Living, Horticulture Weekly, Homes and Gardens and Gardens Illustrated, as well as national and regional publications such as National World and Newbury Today.