Case study: Jetset Not Just Travel

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Case study 09 April 2020

Client: Jetset Not Just Travel

Jetset Not Just Travel is an award-winning travel consultancy in Huddersfield, West Yorkshire, which is run by husband and wife team Rachael and Colman Coyne.

The brief:

Jetset Not Just Travel approached Gravity PR in October 2019 to provide strategic PR and communications to increase brand awareness.

The company, founded in 2013, had built up a solid client base and was looking to expand this further to a wider audience whilst still retaining its core values of providing an excellent, personal and reliable service.

The strategy:

Crucial to the company’s success to date is the individual service provided to each customer, no matter where they may be in the world, 24/7. It’s this personal service, always delivered to customers directly by either Rachael or Colman, that sets the company apart and has contributed to their loyal customer base.

Promoting the real people behind the brand, therefore, was a key part of the PR strategy.

Every person and every company has a story to tell that is worthy of gaining positive media coverage. For Jetset Not Just Travel there were two immediate, news-worthy hooks:

  • The couple met whilst working for West Yorkshire Police in Bradford. Colman was a detective sergeant and Rachael was the helpdesk supervisor and so becoming travel agents was a huge career change – “from dealing with some of the worst periods in people’s lives to providing some of the best memories in people’s lives”
  • Three months after investing a large sum of money into their new business Rachael was diagnosed with breast cancer. She went through two operations and five months of intensive chemotherapy. Alongside the very personal worries, which were paramount, the couple also feared they would lose the investment in their business as Rachael was too ill to work in it for many months. She was happy to talk openly about that most difficult of times in the couple’s lives because it was an inspiring story full of hope. Even though things were bleak at that time, Rachael, with Colman always by her side, fought through and is now healthy, happy and running the successful business of her dreams that turned over £1.2m last year!

In the following months, two further issues affected the travel industry for which Jetset Not Just Travel could provide expert comment for the media:

  • The collapse of Thomas Cook
  • The Covid-19 pandemic

Press releases, along with media pitches tailored to specific journalists, were distributed to secure story placements, interview slots and more in-depth feature articles.

The result:

Examples of media take-up in first six months (October 2019 – March 2020):

BBC Radio Leeds:

October 2019: Live, in-studio interview with Colman and Rachael speaking of their career changes from the police to travel agents, along with Rachael’s battle with cancer

January 2020: Colman Coyne interviewed live regarding the latest travel advice to China as the outbreak of Covid-19 began to take hold

March 2020: Rachael Coyne interviewed live re her parents almost being stranded in Australia due to Coronavirus lockdown and how they were currently on their way back to UK via Hong Kong

Yorkshire Post:

December 2019: Double page spread in the Lifestyle supplement: “We used to send people to prison, now we send them on holiday”

https://www.yorkshirepost.co.uk/heritage-and-retro/heritage/we-used-send-people-prison-now-we-send-them-holiday-couple-who-gave-50-years-police-run-their-own-travel-agents-1746356

January 2020: ‘Travel agency wins gong for rugby trip’

Huddersfield Examiner:

November 2019: Breast Cancer diagnosis helped Huddersfield couple take plunge in business:

https://www.examinerlive.co.uk/news/breast-cancer-diagnosis-helped-huddersfield-17170528

January 2020: ‘Rugby trip earns award for Jetset’ – Jetset Not Just Travel wins award for group booking of 77 rugby league players and their families to Australia ‘Rugby trip earns award for Jetset’

March 2020: “The husband and wife team behind Jetset Not Just Travel have been working 16-hour days helping customers affected by the travel restrictions relating to Covid-19.”

The Business Desk:

March 2020: The Monday Interview

https://www.thebusinessdesk.com/yorkshire/news/2052542-monday-interview-colman-and-rachael-coyne-of-jetset-not-just-travel

Ongoing activity:

Work is ongoing to achieve further media coverage and PR opportunities.

Client’s view:

Rachael and Colman said: “We have known Mel for nearly 20 years since our previous employment with West Yorkshire Police, where she was a press officer. From the first day we met up with Mel again, she took the time to understand our aims and objectives and how we wished to take our business forward.

“We are very pleased with the results so far. We have been presented to newspapers, magazines and radio. This is something we would never have been able to do ourselves without substantial costs involved whereby we would have had to buy advertising space.

“We’re writing this in April 2020, in the midst of the global Covid-19 pandemic. In the current climate we need Mel more than ever to help promote our business and to keep us at the forefront of our potential customers.”

Conclusion:

The travel industry is fast paced, with global developments often having an effect on people’s holiday plans. In such an environment, alongside a structured six to 12 months PR activity plan, it is important for PR professionals to react quickly and professionally to breaking news stories and developments in order to keep their client at the forefront in the media, and therefore consumers’ minds, in this very competitive market.

Case study: Inspire North

Posted on Categories Case Study

Client: Inspire North

Inspire North’s HQ is in Leeds. The charity provides support for those affected by domestic abuse and mental health issues, as well as providing housing support across the North of England.


Inspire North has over 500 employees and 3,000 service users across all its functions. It placed 29th in the Sunday Times list of ‘100 Best Not for Profit Organisations to Work For in 2020’.

Mel & Alex:

Melanie Hill, founder of Gravity PR and Alex Mason, of Alex D Mason PR, have a modern and flexible approach to how they work together. They each have their own separate clients, along with joint ones, and they share an office in Huddersfield (along with three plants and a sofa that had a somewhat difficult journey in the back of an estate car from their local Ikea!) It works for them.

The brief:

On March 23rd, just hours before UK Prime Minister Boris Johnson announced a country-wide lockdown in response to Covid-19, Mel and Alex were approached to provide PR and media relations support for Inspire North.

The initial requirement was to raise the profile of the vital work that the charity does, but of immediate concern was how the coronavirus outbreak would affect Inspire North’s day to day services, the people it helps and how PR could be used to raise awareness of this.

Having never met in person before, and observing the home-working advice to limit the spread of the virus, Mel and Alex held a voice call with Sinead Cregan, Inspire North’s development and innovation director.

The immediate PR and communications needs were clear – there was a huge concern that, as lockdown approached, domestic violence incidents would rise as victims would be forced to spend longer than ever behind doors with their abusers. From a PR perspective, the decision was taken to push out crucial advice and information about the support available to victims during lockdown with the aim of achieving regional and national media coverage .

The strategy:

Key concerns around the emerging issue of victims being locked in their homes with perpetrators during lockdown were researched and turned into factual, succinct and hard-hitting key messages for a ‘media pitch’ detailing bullet points of five specific concerns. The information also included general background about Inspire North. The pitch was kept short and succinct, getting across the main facts from which the busy media could grasp the issue quickly as part of the evolving news agenda.

Alex and Mel then pushed this pitch to journalists and producers both regionally and nationally, using targeted media relations to secure interview slots and opportunities for comment for Sinead Cregan. This included maintaining a constant dialogue with journalists and providing detailed follow-up information quickly and precisely where requested, prior to print/broadcast.

The result:

Examples of the immediate media take-up:

National coverage

02 April: Sinead Cregan interviewed live on the Jeremy Vine Show on BBC Radio 2 – circa 7 million listeners

02 April: Planned live interview with Sinead Cregan with Dermot Murnaghan on Sky News – postponed

04 April: Sinead Cregan interviewed live on the Harriet Minter Show on Talk Radio circa 100k listeners

Regional coverage

24 March (1 day into the PR contract): Interview with Sinead Cregan appears in the Yorkshire Post online: https://www.yorkshirepost.co.uk/health/coronavirus/leeds-charitys-fears-over-domestic-violence-spike-during-lockdown-2513893

30 March: Sinead Cregan interviewed live on the Stephanie Hirst Show on BBC Radio Leeds

3rd April: Sinead Cregan interviewed by BBC Look North, with interview broadcast on both lunchtime and teatime bulletins

Ongoing activity:

Work is ongoing to gain more momentum for this important message, including key stakeholder endorsements – announcements to follow.

Client’s view:

Sinead Cregan, Director of Development and Innovation at Inspire North, said:

“It has been an absolute joy working with both Alex and Mel especially as I have not done very much media work previously. Their proactive approach to the brief meant that we were able to get our concerns into the media really quickly and hopefully that will have made a difference to anyone affected by domestic abuse.

“As a group we took the decision to invest in a PR company and to date the return on our modest investment has been truly excellent. Alex and Mel have a great down to earth approach and we have found a way of working together whilst sat in our separate homes in the throes of the pandemic.”

Conclusion:

These are new and testing times; organisations which already provide services for those who need it most must get vital safety messages into the public domain professionally and as quickly as possible.

Mel and Alex were able to use their combined 30 years plus PR experience to promote the message quickly, succinctly and appropriately, which has already gained excellent take up from the media in just the first two weeks of the campaign.