Raising profile of foot health website

Skill area: Media relations

Objective: Raise website profile

Gravitas was tasked to drive footfall to a foot health website by generating coverage in the national and consumer press. Following an initial audit it became apparent that key media were unaware of the website so Gravitas instigated a PR campaign to raise its profile.

Gravitas set up 1-2-1 media briefings and treated journalists to a pedicure at the same time.

The site’s unique foot health check was used as a 'call to action’ in all press copy to encourage consumers to log on and take steps to keep their feet healthy. A podiatrist was nominated as the client expert and Gravitas secured numerous slots for seasonal advice and top tips.

Survival packs were posted to key media - as a reminder of the wide range of products the site has to offer, and surveys were used as a tool to generate blanket coverage in the Daily Telegraph, Daily Mirror and Femalefirst.co.uk.

Over the first six months press coverage reached an audience of five million