IF Water’s ripple effect

There is a fine line between telling a news story and selling a product. To ensure strong media uptake, we knew we needed a solid (or liquid in this case) news hook. We positioned IF as a solution to a global water scarcity issue whilst engaging our audience’s visual and auditory senses to tell the story of IF’s first of its kind purification device. 

Identifying a strong case study was key to making the story real and memorable. Due to the heavily peated water supply at the Portsonachan Hotel, the establishment was buying over 90,000 litres of bottled water each year, adding an additional £13,000 to its operating costs. IF’s innovative system meant that the hotel could start supplying clean water to its guests within a matter of hours. 

Once we perfected our press release, we got to work selling in a bespoke broadcast package to global news agency Reuters. Once they were on board, we spoke to the hotel’s owner, preparing him for TV and self-filmed his interview alongside beautiful B-roll footage of the surrounding Loch Awe. We repeated the process with IF founder and CEO Duncan Peters to ensure we would really enhance the audience’s understanding of this new solution. 

When it came time to issue the story, we had a tightly written press release backed by a broadcast quality audio visual package. Thanks to our in-house filming capabilities and our extensive PR and journalism experience, these assets were media ready and instrumental in achieving global coverage.