Ah-ha! PR success for Sans Frontiere on Opening of Royal Alex Children’s A&E

From TV to radio, online to print, the Royal Alex and Steve Coogan hit the headlines with a little help from Sans Frontiere

At Sans Frontiere we take great professional pride in promoting our clients, their products and services through their branding, marketing, websites and PR. A case in point is long-standing client Royal Alexandra Children’s Hospital in Brighton.

In recent years, we have been responsible for the distinctive, friendly new branding for the Royal Alex and the design and build of their clear and informative website.

Our recent brief was to help promote the official opening of the South-East’s first dedicated children’s A&E department to the media. The Royal Alex is one of the country’s leading UK specialist healthcare centres for children, leading the way in providing specialist paediatric treatment. In January this year it opened a specially designed, stand-alone Children’s A&E Department that is already bringing huge benefits to young patients and their families visiting A&E.

A PR campaign like this is the sort of challenge our team relishes. Not only were we to publicise a hugely worthy cause but we also wanted to arrange a celeb visit to support the Alex’s new departure – and shallow as it may sound, there’s nothing we enjoy more than a bit of shoulder-rubbing with the stars!

We set to work writing a press release and contacting local and specialist media with the story. With keen interest from reporters and journalists from TV, Radio, Press and magazines who all confirmed their attendance, we were delighted when Steve Coogan (AKA Alan Partridge – “Ah-ha!”) added his support to the event.

On the day we were pleased to assist the Royal Alex’s comms team, helping provide access to the visiting TV crews, looking after photographers and journalists – not to mention our special guest.

The media loved the story. The new Children’s A&E received repeated broadcast coverage on the regional TV news stations BBC South and ITV Meridian, while BBC Radio Sussex’s interview with the new A&E team was also played throughout the day.

With prominent coverage of the opening in newspapers and magazines across Sussex, as well as health and children publications, including front page and inside coverage in The Argus, an article in Brighton’s popular The Latest 7 magazine and the region’s Mid Sussex Times, online coverage in Childfriendlybrighton.co.uk and Newsfrombrighton.co.uk, Sans Frontiere’s PR campaign has achieved comprehensive promotion of the new Children’s A&E throughout the region. An added bonus in our eyes, the arrival of the TV crews and special guests brought a moment of excitement and pride to the Alex’s wonderfully dedicated medical and nursing staff.

If you are looking for advice on carrying out a successful PR campaign or have something you would like us to promote on your behalf, why not get in touch with Pamela from our PR team on 01273 487800? As always, we’ll be happy to help.