Millions will be tuning in to their televisions on the 6th of May to watch the Coronation of King Charles III, marking a momentous occasion for the Royal Family. From hosting quintessentially British afternoon teas to street parties, many will be looking for ways to show their support for the newly crowned monarch.
Major royal events have always encouraged an onslaught of ‘royal fever’ campaigns from a wide range of brands; M&S rebranded as ‘Markle and Sparkle’ in Windsor for the Duke and Duchess of Sussex’s wedding, The Women’s Institute hid hand knitted corgis all around London in a tribute to the late Queen, and McDonald’s even changed their iconic tagline to ‘One’s Lovin It’ for out-of-home (OOH) installations to mark the Platinum Jubilee.
So, it’s no surprise that we’re already seeing an influx of marketing activity ahead of King Charles’ III Coronation, whether it’s limited edition product launches, to feel-good community campaigns. And as PR’s, there are numerous opportunities to newsjack and capitalize on the occasion for our clients.
Whatever project or campaign you may be planning for the royal occasion, here are some valuable insights into maximizing results for your clients.
Identify a suitable news hook
Journalists will be receiving a wide range of pitches ahead of the Coronation, so it’s important to find an additional hook to increase media interest for your client. For example, has the King or Queen Consort ever visited the business or attended an event hosted by your client? Does your client have any products that have the official royal seal of approval? Have members of your team ever met members of the Royal Family and can offer a personalized story to add a human-interest angle?
Ensuring you have a suitable news hook will help you stand out and capture the attention of journalists and will provide a compelling story that links to brand you’re promoting.
Research conducted by Mintel in 2022 found that consumers across the globe have an appreciation for things that remind them of their past, and are also seeking new experiences in their purchasing behaviors.
Reflecting British heritage and nostalgia throughout your Coronation PR campaign is a great way emotionally captivate your target audience. The Times executed this perfectly for the Queen’s Jubilee with a heartfelt campaign utilizing rare photographs of the late Queen to allow readers to reflect on decades of her reign.
Timing is Key
Selecting the right time to pitch to a newsroom is vital, so make sure you give yourself a reasonable time frame to strategically pitch your story to ensure you can achieve maximum results for your clients.
In the final few days leading up to the Coronation, media outlets will solely be focusing on ‘official’ content, so getting your pitch out to key contacts in advance is crucial. What’s more, following the highs of the bank holiday weekend, there will be absolutely loads of content from the coronation itself, meaning new desks will be unlikely to need any additional PR content.
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