“Show, don’t tell,” – a golden rule of creative writing. In this spirit we’d prefer to show you what we’re capable of rather than making all sorts of bold claims.

Pride in Our Work


The Challenge

Increase awareness of Rituals unique proposition and positioning by leveraging the global travel retail media.

The Story

We identified TFWA Asia Pacific Exhibition & Conference – the travel retail industry’s must-attend event in its leading region – as the perfect backdrop for an upweighted media relations campaign for Rituals.

The challenge with a landmark show in the calendar is how to stand out among many competing voices, so we devised a three-pronged PR campaign to ensure that Rituals remained front of mind among key travel retail media and influencers in the run up to, during and following the show:

We announced Rituals’ new Hong Kong headquarters and downtown store just before the Singapore show through a press release and media interviews with Neil Ebbutt, Rituals Director Travel Retail

Media appetite is at fever pitch during TFWA conferences, so we capitalised on this by developing an additional story hook around Rituals’ leading sustainability credentials and setup one-on-one interviews with Neil Ebbutt for key travel retail trade journalists in attendance

Once back in the office, our dedicated media relations team followed up with all interviewers and media attendees to the Rituals stand to ensure they had everything they needed to publish their stories

The Results

The campaign generated interest among media and attendees ahead of the exhibition and laid the ground for solid commercial conversations during the show

We secured nine articles reporting on Rituals’ latest activity and commitment to sustainability across the leading global travel retail media – such as The Moodie Davitt Report, DFNI-Frontier and TRBusiness – with a combined audience reach in excess of 300,000 key TR decision makers

In addition, news of Rituals’ Hong Kong headquarters and downtown store was picked up by Asia’s leading authority on retail industry news and trends, Inside Retail Asia

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