partner content creation

16 Pages·2017·1.63 MB·English

PARTNER CONTENT
CREATION
2018
DEBRETT’S FOR CONTENT
Founded in 1769, Debrett’s is the authority on social, business
and cultural etiquette. We bring our expertise to our partners to create strategic
PR campaigns centred around etiquette and modern manners.
Debrett’s writes and licenses all content and manages design and production. Content can
be hosted digitally and/or also be printed in high quality paperback or leather-bound books,
with additional support available from a Debrett’s expert for events, press days
and media interviews.
WHY PARTNER WITH US?
Our partners benefit from two-and-a-half centuries of heritage, expertise and brand
clout, combined with a significant and wide-reaching media impact.
As seen in...
DEBRETT’S EXPERTISE
Widely known as the authority on etiquette, British tradition and style, we are
consulted by multiple media outlets on a range of behaviour-based topics.
Typical requests for comments can vary – from dealing with relations over Christmas to
mobile phone etiquette, to travel, shopping, social media, dress codes and weddings.
Debrett’s managing
director Renée Kuo takes
part in a Channel 4 debate
about ‘the Meghan Markle E
tiquette authority Debrett’s
effect’ in May 2018.
believes a child’s manners
are dictated by observing how
Debrett’s associate director
Lucy Hume speaks to the
people speak to each other in
BBC’s Victoria Derbyshire
show about the peerage the real world. ‘Children learn
and royal titles in May
2018. by example, so if they hear their
parents speaking politely to a digital
assistant they’ll pick up on that.’
A
ccording to Debrett’s, a
25th February 2017
business casual outfit would
usually come under the same
category as the formal smart casual
dress code, meaning a shirt with a
collar, non-denim trousers, a jacket
E
or blazer, and smart shoes. lectronic cigarettes have
28th May 2017 divided the medical world
but there can be no clearer sign
that they are now an established
25th June 2017, Radio X: Debrett’s Academy tutor
part of society: Debrett’s has issued Katherine Lewis speaks to Russell Brand about etiquette
and modern manners.
an etiquette guide to their use.
17th March 2017
P
Debrett’s expert erhaps, in an age not for
tutor Katherine Lewis
experts, some common sense
discusses British and US
etiquette on CBS’s Today
etiquette advice is needed. Debrett’s
Show in May 2018.
says ‘A trip to the theatre should be
fun and inclusive, but it’s important
29th June 2017, Sky
News: Debrett’s Academy to show consideration for the
director Rupert Wesson
discusses the change in performers and for other spectators.’
House of Commons dress
23rd November 2016
code regulations.
CASE STUDIES
Ourtime
2018
On the back of research that found that 60% of mature singles lacked the confidence to begin dating
again, over-50s singles site Ourtime commissioned us to create a guide to online dating etiquette.
Both printed and hosted digitally, the guide gave advice on dating conundrums such as who should pay
on a first date, how long to wait between messages and when to make your relationship exclusive.
The campaign, which secured widespread print, online and broadcast coverage, was supported by a
half-day of radio interviews with a Debrett’s spokesperson.
INDUSTRY TOPIC FORMAT
Leisure Online Dating Print and Online (8 weeks)
SAMPLE CONTENT
‘In today’s dating world, whoever issued the invitation should expect to pick up the bill... If your date insists
on paying, accept graciously and promise to reciprocate next time (even if you suspect there won’t be one)’
TESTIMONIAL
‘Partnering with Debrett’s added credibility to the campaign, with the co-branded guide creating
a great hook for media that resulted in widespread, quality coverage.’ – Inkling PR
OUTCOME
618,521,905 63 28
Total Reach Total News Commercial and
Volume BBC Radio Interviews
Selected Press Coverage
Click on the logos to see the article.
Ford
2018
Ford UK wanted to promote its luxury Vignale range and to advocate more considerate driving by
launching a Guide to Great British Road Etiquette.
We conducted a comprehensive survey of the UK’s road users to inform a ten-point guide to
motoring manners. The guide tackled motorists’ top driving bugbears, from tailgating to not saying
thank you, with advice for passengers, cyclists, horse riders and pedestrians as well as drivers.
The campaign was supported by a half-day of radio interviews with a Debrett’s spokesperson.
INDUSTRY TOPIC FORMAT
Automotive Driving Online (8 weeks)
SAMPLE CONTENT
‘It may be tempting to touch-up your mascara or brush your beard while stuck in a traffic jam, but keep your attention
on the road: you wouldn’t want to be mid-eyebrow tweeze when the queue in front of you finally moves forward.’
TESTIMONIAL
‘Are our driving manners on a one-way road to ruin? New figures would suggest so, with more than 75
per cent of Brits saying that motoring etiquette had declined over the past five to ten years. Esteemed
etiquette guide Debrett’s has teamed up with Ford Vignale to create the ultimate motoring etiquette
guide on the back of their research into Brits’ biggest motoring bugbears.’ - MailOnline
Selected Press Coverage
Click on the logos to see the article.
BICESTER
VILLAGE
2017 & 2018
To capitalise on Debrett’s expertise in iconic British style and dress codes, Bicester Village approached
us to support its promotion as a global destination for shopping and luxury brands.We published
a Guide to British Style in three languages as part of a year-long partnership, which also included
Debrett’s experts as media spokespeople. Further support was provided via social media and videos.
INDUSTRY TOPIC FORMAT
Fashion Style and Print (three languages),
and Retail Dress Codes Video, Online
EVENT
A Debrett’s and Bicester Village press breakfast was held at the Royal Academy of Arts to launch the
partnership. A panel discussion on ‘The Future of Fashion and Etiquette’, compered by Mary Portas,
included our men’s style expert Tim Lord in conversation with Kitty Spencer and Richard E Grant.
STYLE ICONS FORMAL WEAR
TAILORING TIPS FOR WOMEN
JACKETS TROUSERS
Straight-cut jacket: effortlessly elevates Classic, straight leg: bring a masculine
any outfit from casual to smart casual. edge, which can be softened with a delicate
Fitted jacket: provides a sharp baseline for top or blouse and heels.
power dressing, enhancing the silhouette. Fitted: flattering and comfortable, often
For a more formal take, pair either style in stretch fabric. For evening style, match
of jacket with trousers in the same colour cropped black versions with a smoking
and fabric. jacket and heels
SKIRTS
THE Pencil skirt: fitted close to the body for A-line skirt: perfect for those who prefer
BRITISH SUIT sophisticated impact. Usually in stretch a less figure-hugging option. The most
fabric, it should be between knee-length flattering length is just above the knee, with
and mid-calf. shorter versions suitable for off-duty wear.
The original dandy, Beau Brummell, turned The short-coated lounge suit as we know
celaortlhye 1s-8w0e0asr. iAn gf riinetnod a onf athrtef oPrrmin cdeu rRinegge tnhte, iwt htoicdha yw eavs oclrveeadt eodu bt yo fH thene rdyi nPnoeorl ej,a tchkee t, TAILORING TIPS FOR MEN
he became notorious for his impeccable first tailor to open a shop on London’s
style in the tailcoats, waistcoats and Savile Row. It was once considered to be
cravats of the period. very informal and suitable only for country
wear and sports.
The frock coat became standard
gentlemen’s wear during Victorian times Today Savile Row remains known as the
and was later replaced with the morning home of the contemporary tailored suit, DOUBLE- TWO-BUTTON PATTERN LININGS
coat, which was worn into the middle of the international uniform of BREASTED Flattering and versatile Pinstripes add height. Add a dash of flair but
the last century. The Industrial Revolution professionalism and respectability. A good choice for – leave the bottom Checks or herringbone shouldn’t clash with the
also brought with it mass production in slim, athletic men. button undone. look less formal colour of your shirts
clothing and the rise of the off-the-peg suit. Note: a men’s suit jacket is called a coat.
14 15
SAMPLE CONTENT
‘The linen handkerchief was first said to have been used by Richard II in the 1300s,
and was adopted by noblemen as protection from the smell of the streets.’
BICESTER
VILLAGE
2017 & 2018
Following the success of the 2017 style guide, our
partnership was extended to focus on wedding
style ahead of the royal wedding. We wrote four
articles on wedding guest dress codes and royal
wedding traditions, which received pick-up in
national and international news and consumer
press, and our style expert Jo Bryant took part in a
Telegraph readers’ event at Bicester to talk about
wedding guest style and etiquette.
TESTIMONIAL
‘Bicester Village and Debrett’s have harnessed the enduring fascination with British etiquette
— traditional and modern — for a pocket-sized paperback dedicated to the nation’s style
and to dress codes for seasonal events ranging from Ladies’ Day at the Cheltenham Festival
to Wimbledon and Glastonbury.The book is full of tips, quips from the likes of Karl Lagerfeld,
Joan Collins and Oscar Wilde, and brief histories of sartorial stalwarts such as the trench, the
Wellington boot, the handbag and the pinstripe suit.’ – WWD.com, 29th March 2017
OUTCOME
330,000,000+ 200
Total Reach Countries Reached
Selected Press Coverage
Click on the logos to see the article.
AIRBNB
2015 & 2018
In 2015, Airbnb approached us to produce a digital guide to homesharing etiquette for its hosts
and guests. The company was keen to assure its users that peer-to-peer accommodation can
adhere to high standards of hospitality while remaining accessible and convenient.
INDUSTRY TOPIC FORMAT
Travel and Technology Homesharing Online (8 weeks)
SAMPLE CONTENT
‘Agree departure times in advance and stick to them. Overstaying your welcome
is a good way of alienating your hosts.’
TESTIMONIAL
‘This PDF guide produced by Airbnb in partnership with Debretts deserves a place in my list based
on the sheer number of domains that picked up the piece including The Guardian, FT and Good
Housekeeping… staggering results achieved with a piece of content that is 100% practical value led.’
– Danny Ashton, Econsultant, Seven high performing examples of visual content in travel
OUTCOME
£550,000 11
AVE (Advertising Value Equivalent) Countries Reached
Selected Press Coverage
Click on the logos to see the article.
AIRBNB
2015 & 2018
We revived our partnership in 2018 ahead of an expected upsurge in visitors to the
UK using Airbnb for the royal wedding of Prince Harry and Meghan Markle. Our Royal
Etiquette Guide to Hosting offered advice for Airbnb hosts in London and Windsor by
drawing parallels with the wedding, advocating the ‘royal treatment’, and focusing on
international etiquette and cross-cultural interactions.
Selected Press Coverage
Click on the logos to see the article.