Victoria and Albert Museum

We partnered with the Victoria and Albert Museum’s in-house communications team to support its Africa Fashion exhibition campaign.  The focus for Shiloh PR was reaching Black and African communities in the UK with a PR campaign that would complement the work of the V&A’s in-house PR team.

As part of this collaboration, we aimed to start a conversation about Africa’s fashion scene, its influence on Western fashion, the historic significance to the continent and celebrate the rich culture in a positive way.

The project involved focusing specifically on grassroots media outreach and consultation on influencers, invite lists and partnership/collaboration opportunities.

The project comprised of three main phases:

  • Morning press preview and VIP evening event in June 2022
  • Post-June launch event
  • October events Fashion in Motion and Wash Day

What we did

PRESS PREVIEW AND VIP EVENT ON 28 JUNE 2022

  • Compile list of specialist media outlets and Black journalists to be included in V&A’s invitation to press preview morning of 28 June.
  • Compile list of VIPs to be invited by V&A to the Africa Fashion evening launch event
  • Liaise with selected media outlets and journalists re invitation as well as circulating invitation directly from Shiloh PR to selected journalists.
  • Coordinate RSVPs for Shiloh PR direct contacts
  • Shiloh PR Directors attendance at events

POST JUNE LAUNCH EVENT

  • Compile list of potential influencers both formal and informal for V&A in-house Comms team for future invitations
  • Contact selected influencers to ascertain their interest in attending/visiting the exhibition
  • Issue press release for relevant specialist media
  • Liaise with select media outlets re coverage of the exhibition
  • Create social media posts and share/interact with social media posts related to the exhibition
  • Promote public opening of the exhibition across personal and business contacts

FASHION IN MOTION AND WASH DAY EVENTS

  • Issued media releases for Thebe Magugu’s first international fashion show as part of Fashion in Motion
  • Issued media alert to Black media to publicise the ‘Wash Day’ day-long event celebrating Afro hair.
  • Suggest relevant influential individuals and journalists to be invited to the fashion show

Results

Using Shiloh PR’s specialist media outlets data and insights into the communities, we were able to provide content and hooks for the media to write about the Africa Fashion exhibition, the V&A and those behind the exhibition.

Editorial, social and broadcast coverage was achieved via relevant grassroots and specialist/niche platforms, shows and accounts. From BBC’s regional programming aimed at Black audiences, through to social media posts from Influencers recommended by Shiloh PR.

Landed key messages and positive sentiment whilst broadening the audience for the V&A and projecting a positive and inclusive image.

Significant proportion of those recommended for guest lists or invites attended V&A Africa Fashion events.

Africa Fashion exhibition news clippings generated by Shiloh PR's work.
Screenshots of some of the social media coverage for the Africa Fashion exhibition

Hero Movie

Hero Movie

Shiloh PR was commissioned by Caribbean Tales to support the UK launch of its independent film, HERO. The film based on the life of Trinidadian Ulric Cross, a West Indian (WI) war Hero who went on to become the most decorated WI veteran and part of the African liberation movement. The film was screened across London as part of the Windrush celebrations in June followed by UK wide screening during Black History Month in October.

The project comprised of three phases:

  • The launch at the British Film Institute (BFI) in May 2019.
  • Event cinema screenings across London during June 2019, as part of the celebration of arrivals of the first mass wave of West Indians to the UK on the Empire Windrush.
  • Screening events across England, Scotland and Wales during Black History month in October. Over 40 screenings were completed.

What we did

  • Shiloh PR created and circulated numerous press releases
  • Coordinated media interviews
  • Event management for the BFI launch event, including inviting and hosting a VIP reception and sourcing catering
  • VIP management at all London screening events

Results included:

Coverage from over 30 different media outlets. This included several BBC and commercial radio stations, local TV in London and numerous print media outlets, both mainstream and specialist.

Our efforts also resulted in majority sold out screenings across the UK and the call for further similar screenings.

Amazing Women Award statue

Amazing Women Awards

Shiloh PR has been the public relations agency for both years of this bi-annual event, which takes part in International Women’s month. The Amazing Women Awards aims to celebrate ‘ordinary women’ doing phenomenal things within their community.

The brief was to generate awareness of the Amazing Women Global brand and Awards event, via media coverage and to encourage the public to nominate the women within their community for an award.

What we did

Shiloh PR carried out traditional public relations activities, engaging the media via press releases, one-to-one media outreach and also social media.

We also collaborated with regional media outlets to encourage the public to nominate those women within their community who are rarely celebrated for what they do.

Results included:

Increased brand awareness and credibility.

In 2019 after only one year, the Amazing Women Awards recognized its first International recipient.

We were able to secure coverage across broadcast media, both mainstream and specialist, in addition to numerous features in magazines and newspapers both print and online.

Executive Escapes

Executive Escapes

Executive Escapes commissioned Shiloh PR Ltd to provide public relations services for the launch of a new luxury lifestyle concept exclusively for entrepreneurs and executives, bringing business and leisure together in a unique way.

The initiative was the first to bring business owners to a luxury destination for a 5 day trip to Malta. Executive Escapes included a business conference, workshops and an opportunity to experience the culture and sights of northern Malta.

What we did

We delivered a campaign which included traditional media and blogger channels to broaden awareness of the Executive Escapes brand and concept.

Shiloh PR activity included:

  • Writing, distribution and follow up of a series of press releases ahead of the luxury retreat
  • Blogger outreach
  • Adding press releases to the Shiloh PR website and regularly promoting Executive Escapes via Shiloh PR social media channels.
  • Managing influencer partnerships
  • Follow up media outreach after the inaugural ‘Escape’

Results included

  • Digital coverage secured in travel, event and business sector media
  • Travel influencer partnerships generating dramatically increased reach
  • Consumer-focused social media and website coverage