Investec’s Guernsey team wanted to implement a marketing and PR campaign that would introduce its clients and intermediaries to a unique guest speaker experience.
In addition to marrying with the business’s strapline, ‘Out of the Ordinary’, the event concept needed to provide community investment opportunities and drive local media coverage that would keep Investec front of mind for prospective clients.
Black Vanilla introduced the team to Andy Cope, a qualified teacher, bestselling children’s author and ‘happiness expert’.
Andy is a sought-after keynote speaker and authority on employee engagement, wellbeing and human flourishing. He’s done numerous TV and radio appearances and has been featured in The Telegraph, Daily Mail and Esquire.
In addition to working with some very large businesses, Andy has also tailored his workshops to meet the needs of children and teachers, delivering to audiences from the age of eight upwards.
Andy’s experience was a perfect fit to create a ‘Happiness Campaign’ for Investec and we maximised news angles by tying the event into World Happiness Day.
In addition to providing the unique speaker event for Investec’s clients and intermediaries, Andy’s experience could also be shared with the local schools and the community as well as Investec staff.
Andy was booked for a two-day visit; Black Vanilla planned a packed events schedule that hit each element of the brief while also capitalising on media opportunities.
The campaign comprised:
Investec clients and intermediaries were invited to an exclusive presentation by Andy Cope. The nature of this event supported Investec’s ‘Out of the Ordinary’ corporate strapline.
Investec branded graphics were distributed to four schools and included in weekly parent newsletters, for example, La Mare Primary School, the Ladies’ College, Elizabeth College and Blanchelande College.
Local parents and teachers were invited to a free parent and teacher event at St Pierre Park. Investec branded graphics were distributed via schools and ticketing was managed via Eventbrite.
Two presentations were tailored to address happiness and workplace wellbeing, supporting the message that Investec is a business that invests in its staff.
Exclusive TV, radio, print and online media opportunities were scheduled with all key local press.
A series of short films were created for internal and external distribution. These could be shared via Investec’s social media platform and were made available to clients who couldn’t make the event.
Delta was briefed to manage the event’s technical and set requirements and Black Vanilla worked closely with St Pierre Park to ensure that every event element ran smoothly, from catering to branding.
The team also worked closely with the local schools to promote Andy’s visit and created marketing assets that could be shared online for both the schools and parent and teacher events.
Black Vanilla implemented extensive event management, media relations and PR services throughout the campaign to ensure that every element worked seamlessly.
Strong internal and external communications throughout the campaign meant that no opportunities were missed to promote the Investec brand.
The campaign was a huge success, generating blanket coverage across target media outlets, including:
Investec was name-checked for its sponsorship of Andy’s visit and the business’s spokespeople, including CEO Brendan Stewart, were widely quoted.
The campaign was also shared across social media, including Andy’s own platforms, and used the hashtag #InternationalDayofHappiness, which generated further buzz.
The parent and teacher event was a sell-out and 120 guests attended the client event. Testimonials and feedback from the event were extremely positive.
The campaign was considered a huge success and met each one of its key aims.
Investec is considering working with Andy on a wider-reaching and measurable happiness campaign that will improve wellbeing in schools and will be the first of its kind in Guernsey.
Phil Eyre, CEO, Leaders
Claire Heaume, Manager, Marketing and Communications, Butterfield Bank (Guernsey) Limited
Carl Methven, Publisher BL Global