De Bruijn PR

Categorie: English case

Case Yellow Hive

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By De Bruijn PR | July 1, 2024

PR for insurance company Yellow Hive

Yellow Hive, the parent company behind brands like You Sure, Felixx® werk & inkomen and YINCO, recently secured a significant investment from IK Partners. The European investment firm had previously provided capital in 2020, but Yellow Hive’s rapid success—achieving its five-year plan in just three years—resulted in a new round of investment sooner than expected.

Millions in investment for European growth strategy

This new investment is aimed at driving further growth within specific Dutch regions and niche markets, focusing on acquisitions of proxy and exchange companies, as well as insurance and pension offices. Additionally, the funds will support Yellow Hive’s continued expansion across Europe, with a primary focus on Germany, Spain, and Belgium.

Yellow Hive Ger Knikman

European PR

De Bruijn PR was assigned to raise the visibility of Yellow Hive’s European “Buy & Build” strategy through a targeted PR campaign. The main objectives were:

  1. Boost brand awareness and reinforce Yellow Hive’s image by showcasing its success story and growth strategy.
  2. Enhance Yellow Hive’s appeal to potential partners and venture capitalists.
  3. Strengthen Yellow Hive’s competitive position in the market.
  4. Announce the European growth strategy and recent funding.

In the Netherlands, our efforts targeted the financial markets, including insurers, risk carriers, underwriters, and intermediaries. Internationally, we focused on the financial markets in Germany, Spain, and Belgium, with an emphasis on attracting potential acquisitions in these regions. For PR efforts outside the Netherlands, we collaborated with our partners within the global IPREX network, which includes a fellow agency in Belgium.

Tailored media tactics for each country

In the Netherlands, we prioritized a select number of key insurance and finance trade publications that are critical to Yellow Hive’s target audience. We used a personalized approach, starting with an exclusive scoop, followed by broader media distribution. A few days later, we rolled out tailored media strategies in Germany, Spain, and Belgium, each with a localized version of the Dutch press release and country-specific media tactics.

De Bruijn PR managed the overall coordination with the European agencies, ensuring a seamless PR process while leveraging the local expertise of our partner agencies abroad.

Results

Our campaign achieved coverage in financial trade media and national outlets across all targeted countries, directly impacting Yellow Hive’s growth strategy. As a result, Yellow Hive received inquiries for new partnerships and acquisition requests in several regions. This PR effort has laid a strong foundation for ongoing communication about future acquisitions and collaborations, supporting Yellow Hive’s continued international growth.

Are you curious about how a tailored PR approach can benefit your campaign? Then contact us to explore the possibilities!

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Suites Chateau Neercanne

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By Roos Bouws | June 4, 2024

PR launch suites Château Neercanne

Château Neercanne, a 17th-century fairytale castle in Maastricht and part of the Oostwegel Collection, started a significant renovation of its roofs in 2023. Camille Oostwegel, the owner and general manager of this family business, turned this necessity into an opportunity by simultaneously developing seven luxury suites at Château Neercanne. This was a special project, as overnight stays had not previously been possible at the castle. Previously, guests could only visit the Michelin-starred Restaurant Château Neercanne or the Bib Gourmand-awarded lunch restaurant L’Auberge.

The challenge

With the addition of the suites, Château Neercanne’s proposition evolved. De Bruijn PR was tasked with the exciting challenge of supporting Oostwegel Collection in repositioning Château Neercanne and securing national and international visibility for the suites, from the start of construction through to the grand opening and beyond.

Suite Château Neercanne

Our strategy

We crafted a PR strategy divided into several key phases:

  1. Positioning
  2. Opening reservations
  3. Pre-opening
  4. Opening

By segmenting the strategy into these phases, we ensured the involvement of key stakeholders throughout the entire process, from the initial construction to the official opening. In the first phase, we focused on establishing the right positioning. We began with a strategy session with the Château Neercanne team.

The outcome was a PR strategy centered on exclusivity, building anticipation, and enhancing experiences. We aligned this approach with the Oostwegel Collection’s mission and vision: to cherish heritage and hospitality, with meticulous attention to detail and preservation of original character, transforming monuments into unforgettable hotels and restaurants that offer meaningful luxury. Our goal was to connect travelers to Château Neercanne by offering them exclusive, enriching, and adventurous experiences.

Ultimately, our aim was to position Château Neercanne as the premier luxury and exclusive travel destination in the Netherlands, appealing to both national and international travelers. This provided a robust foundation for long-term brand awareness.

Chateau Neercane

PR activities

  1. Opening Reservations: By October 2023, construction had progressed to the point where the first reservations for 2024 could be made. To announce this, we organized a press afternoon for local, regional, and industry media, offering them an exclusive sneak preview of the ongoing construction and roof renovation. This gave future guests and local residents insight into the progress and highlighted our commitment to cultural heritage. This event resulted in coverage in outlets such as De Limburger, Chapeau, Het Belang van Limburg, Misset Horeca and items on  RTV Maastricht and L1.
  2. Pre-opening: In March 2024, the first guests had the opportunity to stay in the seven suites. To underscore the exclusivity, we organized a pre-opening event for a select group of national and international media, dubbed the ‘Lucky Number 7.’ We selected seven influential media titles, inviting them to be the first guests to experience the unique suites. Each journalist and their guest enjoyed an intimate and exclusive stay, replicating the experience that future guests would have. This led to stunning features and reviews in prestigious international publications like Robb Report en Centurion, L’Officiel België and in the Netherlands LINDA., Quote, Barts Boekje and Nouveau.
  3. Grand opening: On April 18, 2024, the suites were officially opened by the Mayor of Maastricht and Humberto Tan. Maintaining the theme of exclusivity, The Hospitality Group organized an extraordinary event the day before the official opening, featuring a sensory tour of the Château that engaged all seven senses, reflecting the seven suites. At this stage, we broadened our media approach, combining coverage from local media, industry journals, lifestyle publications, and influencers. Our goal was to secure in-depth reviews and reports in lifestyle media, generate news coverage of the suites’ completion in local and industry outlets, and inspire social media engagement through influencers. We also invited wedding and event planners to showcase Château Neercanne’s new possibilities with overnight stays. ELLE, Enfait, Holland Herald, Marie Claire België and Wanderlust, among others, published extensive reviews of the suites. We also achieved attention through influencers such as Liza Chloë, Jolielot en Paulien Riemis, and  relevant media such as Misset Horeca, Entree, Chapeau and De Limburger.
Pers bij Chateau Neercanne

Results

All media coverage for Château Neercanne was achieved through earned media; no payment was made to any media outlet or influencer for content creation or event attendance. Alongside the press visits, we distributed two press releases announcing the start of reservations and the suites’ grand opening. In total, we secured 43 publications, with an advertising value exceeding over €200,000, a PR value of over €180,000 and nearly 2.5 million reach.

Also curious about a PR approach for your campaign? Then contact us to explore the possibilities!

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Case Zonnatura tea

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By Anna Gerwe | January 24, 2024

Zonnatura 'Droom Zacht' tea

Zonnatura recently unveiled its latest product: ‘Droom Zacht’ sleep tea. In times where a good night’s sleep is more essential than ever, it’s also increasingly difficult to achieve due to the overwhelming number of daily stimuli. From constant app notifications and ongoing work commitments to social obligations and the need to make time for both family and friends, finding relaxation can be a challenge. ‘Droom Zacht’ tea is designed to help, offering herbal infusions with calming properties that make it easier to unwind and drift off to sleep. Zonnatura turned to De Bruijn PR to support the launch of their ‘Droom Zacht’ teas with a strategic PR campaign.

Our approach

We introduced the teas through a targeted PR sampling campaign. For this campaign, we made a selection of relevant influencers who embody a conscious and healthy lifestyle. Instead of sending out samples to generic trial accounts, we focused on authentic Instagram influencers who emphasize natural and healthy products. We sent them a package featuring the new teas, encouraging them to share their experiences with their followers. The response was outstanding: 70% of the influencers shared the package with their audiences, resulting in high engagement and strong reach within a relevant target group.

In addition to the sampling campaign, we also facilitated paid collaborations with selected influencers. This dual approach ensured that the ‘Droom Zacht’ teas were prominently visible to Zonnatura’s target audience through trusted voices in the influencer community.

Zonnatura Droom Zacht thee

What kind of sleeper are you?

Furthermore, besides using influencers, we also developed the ‘What kind of sleeper are you’ quiz. Using this quiz, you can discover your perfect sleep routine and see which Zonnatura tea best matches it. For example, it reveals that you are a real morning person and the ‘Droom Zacht’ Rooibos and Cinnamon fits this best. The respondents won great prizes, such as a headspace annual subscription and sleep sprays for your pillow.

Are you curious about how media outreach or influencer sampling can boost your next campaign? Contact us to discuss how we can collaborate and explore the possibilities together.

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Recruitment Team Alyx

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By De Bruijn PR | December 18, 2023

Case Team Alyx

Team Alyx is on a mission to bridge the gender gap in the tech industry by recruiting highly educated women without a technical background and offering them the opportunity to learn and thrive in the tech sector. Through its one-year program, Alyx equips these women with the skills they need to succeed. The program includes a comprehensive technical skills boot camp followed by an eight-month traineeship with partner companies. This customized approach ensures that each participant develops essential skills tailored to the needs of the partnering organization. With a growing talent pool of over 300 female tech professionals, Team Alyx has forged successful collaborations with some of the industry’s most respected IT business partners.

Media approach

Team Alyx has approached De Bruijn PR to assist in increasing the visibility of the company and its mission in the media. We implemented a strategic PR campaign focused on building brand awareness for Team Alyx and establishing CEO Johanna Spiller as a thought leader in the tech industry. 

Through consistent and targeted PR activities, we’ve secured valuable, positive media coverage on a monthly basis in top-tier publications, including MT/Sprout, ChannelConnect and Rocking Robots.

Curious about how PR can strengthen your company’s visibility? Contact us to explore the possibilities!

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Royal Netherlands Navy

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By De Bruijn PR | June 16, 2023

Royal Netherlands Navy

A documentary series about the Royal Netherlands Navy recently appeared on Videoland. At over 500 years old, the Royal Navy is the oldest part of the Dutch Armed Forces. The main task of the Navy is to contribute to peace and security, on and from the sea. The six-part documentary gives a glimpse into the various functions in the Navy and shows how camaraderie and personal growth are important. Together with employer branding agency SteamTalmark and RTL Nederland, we are jointly responsible for the publicity surrounding the documentary.

Announcement documentary

The documentary follows several people, including Frank (Commander maritime combat helicopter NH90), Miranda (diver in training) and Cederic (Air Defense Officer). To announce the new documentary series, we pushed these ambassadors forward for interviews with media. We also offered media the opportunity to watch the series before it went live for an exclusive look into an exciting world completely unknown to many people.

Royal Navy splashes off screen

The series aims to show in a beautiful way who the people of the Navy are, what their work looks like and where their passion comes from. We put the series in the spotlight, resulting in national media attention on television, news sites and in magazines. Besides national media attention, we also achieved publicity in various news sites. 

Publicatie Koninklijke Marine

Photo caption: publication of documentary Royal Netherlands Navy in TrosKompas TV Newspaper

Wondering how we can get more visibility for your company? Get in touch with us! We will plan an introductory meeting without any obligation.

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