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Integrated Campaigns, Marketing, Public Relations

The launch of Chambers Wales

The challenge:

Chambers Wales is the leading business membership organisation in Wales, bringing together the best industry expertise and resources from around the world to enable Welsh businesses to grow.

Chambers Wales was previously known as the South Wales Chamber of Commerce and Mid Wales Chamber of Commerce, but the organisations joined and rebranded in December 2020 with the help of Effective.

The campaign:

From September 2020, we worked closely with the Chamber to draft, review and amend copy for the rebranded website, which was then used to shape an activity plan to promote the rebrand.

Three press release were written and issued to our personalised list of media contacts that reflected the objectives of the rebrand: a focus on growth and recovery of Welsh businesses moving forward.

We used a range of tactics from the PESO media model (paid, earned, shared and owned media) to achieve the campaign’s objectives, including working with the Chamber team to address all avenues for communication with their audiences. This included a social media campaign across all channels and targeted email marketing via Campaign Monitor.

Due to the pandemic, both teams were working remotely and liaised via Microsoft Teams meetings and the use of a dedicated Teams channel. This collaborative method of working meant that we were able to share and work on plans, brand guidelines and content updates in real time, allowing for no disruption in the effectiveness of our work.

The outcome:

We secured print, online and broadcast coverage among national Welsh, regional and leading business titles including the Western Mail, South Wales Argus, Business Live, Business News Wales, Insider Media, BBC Radio Wales and BBC Wales Today.

The campaign achieved 21 pieces of coverage, reaching 2.5 million people.

Prior to the rebrand, their website received 1478 visitors in November with 78 of those redirected from social media. Following the launch, the website received an uplift of 550 users with 2028 visitors to the website and a notable increase in those directed from social media.