B2B Case Study: ‘The Patron’s Lunch’
On the Queen’s 90th birthday, FleishmanHillard Fishburn helped to bring the public’s attention to the support the monarch gives to not-for-profit organisations all over the UK. The Patron’s Lunch also brought a party atmosphere to The Mall, other parts of London and beyond.
Client: The Patron’s Lunch
PR Team: FleishmanHillard Fishburn
Timing: 12 June 2016
Objectives:
On Sunday 12 June 2016, The Mall in St James’s Park was transformed into a street party to celebrate The Queen’s patronage of over 600 charities and organisations on the occasion of her 90th birthday.
FleishmanHillard Fishburn (FHF) aimed to deliver the following objectives:
• Increase awareness of the Patron’s Organisations (PO) involved in the Patron’s Lunch and The Queen’s patronage
• Increase awareness of the causes and the breadth and depth of work the POs do
• Showcase the extensive and long-standing dedication The Queen has demonstrated in her commitment
• Increase understanding of what Patronage means to POs and what it means to everyone
• Increase awareness of The Queen’s lifetime of service and dedication to charitable causes
• Engage and excite the public for the main event (public ballot, watch on TV, discuss, share photos and stories), as well as events outside The Mall
• Activate local street parties
• Increase awareness of The Patron’s Fund
• Encourage greater consideration and appreciation of the role of POs on a national and local level
• Increase support and connections between charities and public
Strategy and implementation:
FHF launched social media platforms across Facebook, Twitter and Instagram, directed and produced a series of videos to highlight the relationship that the Queen has with respective POs (see below) and created a How to Guide, which aimed to activate community parties across the Commonwealth.
In addition, FHF worked with Brave to create paid media: a print, outdoor and radio advertising campaign, which invited the nation to get together and asked people to celebrate the unique occasion by doing something for their local community.
On the day, an ongoing conversation surrounding The Patron’s Lunch activity included video vox pops that were then posted online. Large screens placed around the event also helped to drive conversation through live video, visuals and real-time social media posts.
Results:
FleishmanHillard Fishburn found that, as a result of the campaign, the number of people who associate The Queen with charitable work increased 17%, the number of people who “strongly agree” that The Queen is heavily involved in charity work went up by 12.3%, the number of people likely to increase their participation in charity work over the next year rose by 22% and the number of people who “strongly agree” that it is important for The Queen to be involved in charity work rose 17%.
