Whitbread, Investing in the Future
Whitbread has implemented an industry leading CSR programme. With consumers and stakeholders increasingly interested in responsible business, we were challenged to help Whitbread to raise awareness of its “Good Together” credentials focused on sustainability, teams and communities, and customer wellbeing.
We worked with Whitbread to build awareness of its CSR work through content gathering and relationship building across the CSR and industry media. Key activity included training spokespeople, building a clear narrative for each area of activity and identifying the unique stories and opportunities across Premier Inn, Costa and the Restaurants business to communicate to the media.
Having identified skills and training as an area of strength, we built wider understanding of Whitbread’s commitment to its people through proactive media work over a period of months, building a credible platform from which to announce new skills targets.
We helped to secure the attendance of Prime Minister, David Cameron, at the launch of Whitbread’s 2020 skills targets and the launch of the Costa apprenticeship programme, citing the company as a business leader in broadcast interviews and providing a supportive quote for print and online media. We leveraged this opportunity through a proactive news release, regional statistics and case studies and tailored imagery.
Significant uplift in CSR, industry and national media coverage including 10 pieces of national print and broadcast coverage from the 2020 skills targets launch.