The Ellen White Cliffs of Dover: Scoring a win for SnapTrip with a Lionesses legend

Travel group is one of our retained clients for whom we cover digital PR, media relations and much of their creative output.

The plan

The buzz ahead of the women’s Euros, held on home soil and with the Lionesses among the hot favourites, was impossible to ignore. It gave us the perfect opportunity to unite a treasured landmark and the England team’s talismanic forward in an attention-grabbing stunt that spoke to and owned the sense of national pride only a major football tournament can conjure.

Partnering with a team of production specialists to bring the ‘Ellen White Cliffs of Dover’ to life, we commissioned a huge 200ft projection of England’s number 9 onto the famous Kent cliff face to create an impossible-to-ignore, iconic image.

We also started a petition, hosted on SnapTrip’s domain, asking landowners the National Trust to officially rename the landmark in Ellen’s name for the duration of the championships. That created an extra talking point and ensured a compelling reason to link from secured coverage.

We won widespread coverage from specialist football publications and national media including the BBC, The Sun, GiveMeSport, Times, i, JOE, EuroSport and many more.

The results

The campaign secured more than 20 pieces of coverage for SnapTrip, with links from numerous high authority domains. Picture-led coverage also featured in the Guardian, Times, Telegraph and and it was also picked up by Man City’s website and 90min.

The imagery leant itself brilliantly to social media too where it was picked up and shared by the likes of ESPN and many others.  

And of course most importantly, England won the tournament!

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