World first stories
Luxury sector.
“It was a great pleasure working with James on a range of initiatives, including some globally significant conservation projects, for which he was able to achieve widespread international coverage. He brought a proactivity to his approach that challenged my organisations to think more broadly about messaging and audience targeting and, from product launch to managing a complex press office, his media relations expertise and understanding of the landscape allowed us to gain significant cut-through in a congested marketplace.”
- Henry Cookson, Founder of Cookson Adventures
Cookson Adventures
The Brief
Cookson Adventures is the world’s leading adventure company, catering exclusively to the most discerning of travellers, with world-first, one-of-a-kind trips and a focus on conservation that has seen about $14 million donated to various worthy causes around the world.
One such project allowed researchers to confirm a ‘new’ species of killer whale – elusive since the first sightings 50 years prior – prompting a need to inform the world about the secrets of one of the planet’s least known marine mammals.
The Challenges
This was a complex story that required liaising with and giving adequate share of voice to a number of whale ecology experts and organisations, and doing justice to the significance of the story. The different talking heads posed challenges in terms of key messages, particularly demonstrating how Cookson Adventures was able to facilitate such a project.
Plus, this was a globally significant scientific discovery that deserved coverage far and above Cookson Adventures’ usual target audience of UHNWs.
The Results
For Cookson Adventures, coverage with the likes of Walpole, Tempus Magazine, BOAT International, LUXLife and Epicurean Life, amongst multiple luxury media titles, was crucial to demonstrate the scale and scope of their world-first adventures and how they could allow conscientious travellers to give back to the planet through globally significant projects.
But worldwide reach across major news titles like National Geographic, BBC Newsround, New York Times, TIME Magazine, Forbes, CNN, Fox News, NBC, CBC, Science Daily, and many more, including a host of scientific journals, was far more important for science.
The Delivery
I leaned on the excellent media relationships I’d forged with media titles covering the luxury lifestyle sector to ensure the news was positioned in front of the UHNW segment, but was also able to achieve widespread international coverage, through a story that was syndicated to news agencies all over the world.
