When leading UK consultancy company LBM was planning to recruit an additional 300 people as part of its re-location plans in Northern Ireland, it turned to LJK Communications to grow its profile as an esteemed employer in the area. We embarked on a strategic PR programme that would help build community approval and goodwill for LBM.

The campaign had to quickly engage the media by bringing to life the values and distinctive personality of LBM. In GB, the company had an established relationship with Lancashire County Cricket Club, home of cricketing legend Andrew ‘Freddie’ Flintoff. Recognizing his strong international profile, it was decided that his presence at the launch would help drive coverage. To add relevance and pertinence with the local community, we came up with the concept of teaming the cricketing legend with a local sporting hero in a ‘clash of the titans’ competition. England’s all–rounder swapped his cricket bat with the hurling stick of Antrim GAA hurler Karl McKeegan for a photocall, showing each sportsman armed with each others ‘tools of the trade’ at the launch event.
The approach proved extremely popular ensuring very strong media presence from all Northern Ireland broadcasters, daily and Sunday newspapers. Opportunities to see for the event alone totalled 2.3million and LBM has been able to capitalize on the strong media momentum and we established journalist relationships and a strong ongoing PR programme on the back of this success.

Andrew Colwell, Marketing Director, LBM commented: “They say a picture speaks a thousand words and it was critical that the photography on the day clearly communicated our commitment and investment to the success and continued growth of our business in Northern Ireland. Challenging a hurling legend and cricket legend was an idea we felt would resonate well across the community.”

“From our perspective, it was a PR masterstroke; demonstrated not only by the media present on the day but also by the well placed coverage achieved from broadcast to print. The event also enabled us to establish strong relationships with key journalists who appreciated the extremely well organized event and the lengths Peach PR had gone to, to ensure every member of the assembled media got what they came for and more. It exceeded our expectations and gave us a very strong PR platform, which we have continued to build upon. ”