So that’s it… yet another year is coming to an end, making way for a 2018 which promises to be even more exciting. This year we’ve had plenty of hard work, lots of fun, taken on some great new clients, got even more creative with existing clients and we’ve incorporated some new colleagues. We are very proud of the great results that we’ve achieved. In this blog post we want to share with you our top 3 campaigns from 2017.
Our 3 best PR campaigns of 2017
Madrid · #ErasmusBabies, Celebrating 30 years of the Erasmus scheme with the European Commission
The Erasmus university programme has changed the lives of no less than 9 million students in the last 30 years. The economic help provided by the European Commission has meant that 9 million students have lived an unforgettable experience both personally and academically by immersing themselves in a different country, a different city, a different culture, a different language with classmates from all over Europe. Inevitably this has changed the course of destiny personally and professionally for those who have taken part.
The European Commission in Spain approached Canela in the summer of 2017 with the challenge of developing a campaign to celebrate the 30th anniversary of Erasmus and its effect on promoting European Citizenship. After brainstorming internally we were all in agreement that there is nothing that affects your life quiet as much finding the partner for the rest of your life and starting a family with that person. So we decided to look for couples in Spain that had met and had fallen in love during their Erasmus programme and had gone on to start families together. Multi-cultural families where at least two languages are the norm or in some cases as many as five. European Citizenship in action in everyday life.
And so we began our #Erasmusbabies campaign in social media. The Erasmus babies are the children of whatever age whose parents met during their Erasmus stay and in less than two weeks of the campaign we found we had more than 300 #Erasmusbabies in Spain. The challenge was to select and get together 30 families in Madrid on the occasion of the 30th anniversary of Erasmus and mark the occasion with a photo of these families and their children. Thirty families that would not have existed if it was not for the Erasmus study exchange programme.
The celebration was a total success with top media covering the event including: 6 television channels and Spain’s main radio stations as well as news agencies such as EFE and Europa Press. And the families were more than willing to talk to the media and explain how the Erasmus adventure they lived few years ago had changed their lives for good.
Without any doubt, all of them shared the opinion that their Erasmus experience was “very useful” at a professional level, but above all as a personal experience. After passing through their countries of destination, they realized how they became “more open-minded and socialable” and, above all, that “there are more things that unite us with others than those that separate us”.
In total, almost 70 national and regional media picked up the testimonies of the 30 families that, without a second thought, recommended all young students not to miss the opportunity to live the Erasmus experience, an unforgettable voyage that changed their lives forever.
Barcelona · The Escape Rooms boom lands in Barcelona
G.Point, the biggest and most popular Escape Rooms Centre in Europe and opened in Barcelona July 2017. It has 18 differently themed rooms and in a very short space of time it has become a key leisure destination in the city.
At Canela we took care of its launch and communication plan, creating a campaign which included press office, events, social media, influencers and key collaborations with media.
We developed a content plan for the different phases of the project, pre-briefings, at a corporate level; launch, announcing the arrival of the escape rooms in the City Center; and post, with interesting news related to the Centre and the escape rooms. In addition, this action was complemented with two specific events for media and an opening party for the public.
Thanks to these actions, more than 30 articles about the opening of G.Point were published in media like El País, El Periódico, La Vanguardia, Expansion and Time Out; 21 journalists from local and national media, including radio and TV, attended G.Point and tested the escape rooms exclusively; interviews were organized into local TV such as Badalona TV and beteve and Ràdio Flaixbac; and more than 200 people attended the official opening on the 20th of July.
In addition to the press campaign, Canela also managed GPoint’s digital campaign, implementing and boosting different profiles on social media and creating a close relationship with key influencers in Barcelona. Canela was also responsible for creating visual content to attract escape rooms fans. One of our videos has already more than 45,000 views, and it reached 350,000 people in total with more than 25,000 new and positive comments.
Lisbon · eCooltra takes Lisbon by storm
eCooltra scootersharing is an electric scooter rental service which charges users per minute. Having enjoyed great success in Barcelona ecooltra decided to enter into the Portuguese market with some ambitious goals for users acquisition and brand recognition.
The launch event in Lisbon was held in the Underground Village a bus parking area which gave attendees the opportunity to try out the scooters for themselves. During the event e-cooltra’s representatives explained to the media the success they had enjoyed in Barcelona and provided details on eCooltra’s technology and plans for expansion in Lisbon. The event was attended by the Portuguese Secretary of State for Industry, João Vasconcelos, who provided the media with an on scooter in action photo opportunity.
Canela also managed ecooltra’s influencers’ test program, and held a class dedicated exclusively to people who did not know to drive scooters or who were afraid to try it. This action, together with a range of offering free minutes campaign, had a great impact on social networks, especially on Instagram. Only a week after this eCooltra action had already won more than 25 new regular customers.
This is just a small sample of what we do at Canela, we hope you have enjoyed reading about it as much as we enjoyed delivering these campaigns. We also want to take this opportunity to thank each and every one of our clients, the trust they give us and the opportunity to continue growing together with new experiences and challenges.