RNLI & Helly Hansen partnership

The Challenge

World-renowned technical sailing brand, Helly Hansen, started a two-year tender process to work with the Royal National Lifeboat Institution (RNLI) to supply their crews with new all-weather lifeboat kit, life guard kit and corporate wear. Right from the start of the process, ADPR was involved in supporting the HH team, developing creative campaign ideas and a digital pr strategy for the partnership, and working with the RNLI to align key brand messages and objectives for both companies.

The Solution

In the initial stages, ADPR worked with the team at Helly Hansen to develop a range of ideas for how the brand could support the RNLI using traditional and digital communication methods, marketing and fundraising initiatives, which all helped to secure the partnership. Throughout the process, ADPR worked closely with the RNLI’s communications team on the messaging surrounding the partnership and fed into the creation of a joint strategic communications plan. The purpose of this was for the two organisations to work seamlessly together, maximising the impact of the announcement and the future plans to come – including fundraising activities and the kit roll out later in 2018/2019.

When the partnership was announced in March 2018, ADPR supported the RNLI by selling the story in with key contacts in the specialist marine media and following up with journalists across the wider media landscape to secure coverage. ADPR drafted blog content to help communicate Helly Hansen’s commitment to supporting the RNLI for the next five years through this partnership – through more than just kit – including a variety of life-saving activities such as delivering drowning prevention messages to their customers, generating income, supporting fundraising and safety campaigns, product innovation and supplying the very best kit to the RNLI’s lifesavers.

The Results

The announcement of the strategic partnership attracted an audience reach in excess of 27,500,000, with 20 pieces of coverage secured across key UK titles – both print and online. This coverage included features in key titles such as The Telegraph, i paper and Yahoo! News.

 

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