During 2014, The Tower of London launched Blood Swept Lands and Seas of Red, an installation of 888,246 ceramic poppies flowing through its famous moat to mark the centenary of the outbreak of the First World War. Our client Johnson Tiles – the UK's leading tile manufacturer – helped to create half of the poppies, and it was our job to share this moving story.
What We Did
To help tell the inspiring story of the creation of over 400,000 handmade ceramic poppies, we had to follow the entire process from start to finish.
Our integrated PR and content strategy involved us interviewing all of the integral people involved, from artist and creator, Paul Cummins MBE, to Specialist Products Business Manager at Johnson Tiles, Harry Foster, and the expert team of poppy makers – based at the Johnson Tiles factory in Tunstall, Stoke-on-Trent.
This ensured us a narrative across Johnson Tiles’ owned channels, including the blog, social media and e-marketing, as well as helping us to work alongside key press to share this unique project with the wider, national public.
Thanks to our comprehensive PR and content strategy, we attracted record traffic to our client's website – a 30% increase compared to the previous period – and reached over a million people in less than two weeks.
Media coverage was secured across the BBC, Canada AM News, The Times, Daily Mail, The Guardian and The Telegraph – with brand mentions for Johnson Tiles across all publications. On social media, engagement hit an all time high, with over 308,000 impressions in just two weeks.
Since 2014, we have continued to help tell the story of Tower Poppies, ensuring further engagement and reach. We are now supporting our client with the planned return of the installation to Stoke-on-Trent in 2018.