The public relations (PR) sector in 2024 has once again demonstrated its capacity for innovation and strategic execution, delivering campaigns that transcend traditional communication methods. Across diverse industries, organisations have leveraged PR strategies to achieve significant cultural, social, and commercial impacts. This post highlights some of our the best PR campaigns of 2024, shedding light on the creative approaches and methodologies that defined their success.
Uber UK: Harnessing the Cultural Impact of Taylor Swift’s “Eras” Tour First up, Uber UK’s 2024 Taylor Swift PR campaign exemplifies the potential of aligning a brand with a globally influential cultural event. The “Eras” tour by Taylor Swift, a phenomenon that captivated audiences worldwide, generated an estimated $4.6 billion in consumer spending during its initial phase. Uber UK recognised the strategic opportunity to connect its services with this unprecedented cultural moment.
The campaign focussed on distributing Taylor Swift-inspired “friendship bracelets” to Uber riders who pre-booked their trips through Uber Reserve. This initiative was particularly notable for its partnership with independent Etsy sellers from key cities such as Edinburgh, Liverpool, Cardiff, and London. By collaborating with local creators, Uber reinforced its commitment to supporting small businesses while also creating a product that resonated deeply with Swift’s fanbase, known as “Swifties.”
The bracelets became a symbol of community and nostalgia, themes integral to the “Eras” tour’s narrative. This strategic alignment allowed Uber to tap into the virality and communal spirit of the tour, enhancing brand affinity and generating substantial media coverage. The campaign demonstrates the effectiveness of integrating cultural relevance with community engagement throughout PR efforts, showcasing some of the best PR campaign results in 2024.
Premier Inn: Paying Tribute to a Beloved Television Series Premier Inn launched a PR campaign that showcased the power of leveraging regional and cultural significance to create a compelling narrative. In conjunction with the final episode of the popular British sitcom Gavin and Stacey , Premier Inn temporarily renamed its Barry Island (Cardiff Airport) hotel to “What’s Occur-Inn.” This clever play on the show’s iconic catchphrase, popularised by Ruth Jones’ character Nessa, resonated deeply with fans.
The campaign’s execution, managed by PR firm 72 Point, included the presence of a Nessa impersonator at the unveiling event, further amplifying its appeal. The initiative quickly gained traction on social media platforms and was widely covered by both regional and national broadcasters. Its impact extended internationally, as the show’s global fanbase engaged with the campaign, bolstered by the international recognition of cast members such as James Corden.
This 2024 PR campaign highlights the significance of cultural relevance and humour in building emotional connections with audiences. By paying homage to a cherished cultural television show, Premier Inn successfully enhanced its brand visibility and cultivated goodwill among its audience.
Duolingo: Creating Organic Buzz Through Cultural Integration Duolingo’s innovative PR strategy in 2024 underscored its ability to leverage organic media and user engagement. The language-learning platform capitalised on the launch of Charli XCX’s “Sweat” tour by orchestrating a high-profile stunt involving its iconic Duo owl mascot. Ten employees dressed as the mascot attended the concert, strategically positioning themselves in the pit to ensure visibility.
This initiative was carefully designed to align with the themes of Charli XCX’s lyrics, which often reference multilingualism—a direct connection to Duolingo’s main mission. The campaign relied heavily on user-generated content, as concert attendees enthusiastically shared videos and images of the mascots across social media platforms. This approach amplified the campaign’s reach, sparking widespread discussions and media coverage.
It proved to be one of the top PR campaigns of 2024, illustrating the power of embedding a brand within a culturally significant event. By combining humour, creativity, and organic engagement, Duolingo demonstrated how non-traditional PR tactics can effectively generate visibility and strengthen brand identity.
Entrust / Onfido Fraud Lab: Raising Awareness of Cybersecurity Threats In November 2024, Entrust, a global authority in identity and data security, collaborated with Onfido to launch a ground-breaking PR initiative centred on their Fraud Lab. The campaign aimed to address the escalating threat of cybercrime, with global losses projected to exceed £12 trillion annually by 2029.
The campaign’s highlight was a broadcast segment on ITV’s evening news, featuring Entrust’s Fraud Specialist, Simon Horswell, and ITV consumer editor Chris Choi. The segment provided viewers with an in-depth exploration of deepfake technology and its potential for identity manipulation, effectively illustrating the urgency of the issue.
By offering journalists a unique opportunity to engage with a forensic environment, the campaign provided a compelling narrative that captured media interest. The Fraud Lab initiative exemplifies the importance of educational and visually impactful PR strategies in raising awareness about complex topics and driving meaningful conversations.
Slimming World: Addressing the Fear of Missing Out in Weight Loss Another stand-out PR campaign in 2024 was from weight-loss brand Slimming World. Slimming World tackled a common psychological barrier to weight loss: the fear of missing out (FOMO) on favourite foods. Their independently commissioned research revealed that nearly half of UK adults delay weight loss efforts due to concerns about relinquishing indulgent meals. Interestingly, the survey found that more women feared missing their Sunday roast (35%) than going without sex (21%).
To bring these findings to life, Slimming World collaborated with individuals who shared personal weight loss stories, providing relatable and inspiring accounts. These case studies were complemented by expert commentary from academics and Slimming World specialists, ensuring the campaign’s credibility and depth.
The campaign achieved widespread radio coverage, with 22 interviews aired across national and regional outlets, including a feature on Sky News Radio. Reaching an estimated audience of 38 million listeners, the initiative highlighted the power of combining relatable storytelling with expert insights to drive engagement and promote behavioural change.
Ordnance Survey: Promoting Navigation Skills Through Humour and Education Ordnance Survey’s National Map Reading Week campaign in 2024 addressed a decline in map-reading proficiency among the public. Research indicated that only 19% of individuals felt confident using maps, underscoring a critical need for improved navigation skills.
To address this issue, Ordnance Survey partnered with the comedy duo “Map Men,” known for their humorous and informative content on social media. The campaign included interviews and appearances across various platforms, culminating in a feature on BBC Breakfast. By blending light-hearted ‘banter’ with educational messaging, the campaign successfully engaged audiences and drew attention to Ordnance Survey’s mapping tools.
With a reach of 10 million viewers, this top performing 2024 PR campaign underlines the value of strategic partnerships and creative storytelling in amplifying a brand’s message. By making navigation skills accessible and entertaining, Ordnance Survey effectively fostered public and broadcaster interest and awareness.
Nick Giles, MD of Ordnance survey and Jay Foreman, one half of the duo Map Men, talking about National Map Week Conclusion These PR campaigns of 2024 exemplify the transformative power of innovative storytelling, strategic alignment, and audience engagement. By addressing cultural trends, societal
Filming in New York Outcome Succinct soundbites along with cinematic, scene-setting montages of the event and location make for some beautiful videos. Founders Forum used the videos to promote future events and create brand awareness.
Filming in New York AVOID OVERLY COMMERCIAL CONTENT Content should reflect a business’ core values and is likely to relate to the company’s products or services, but it should not be an advert. Every listener thinks their time is precious and in order to give up any of that time to listen to your podcast they need to be entertained.
The skill in podcast production is to combine key messages with engaging content. The commercial element of a podcast needs to be subtle; even the most loyal customer will stop listening if the podcast is one long sales pitch.
Experts in your field, case studies and celebrities if your budget stretches that far, can all make effective interviewees.
Outcome Succinct soundbites along with cinematic, scene-setting montages of the event and location make for some beautiful videos. Founders Forum used the videos to promote future events and create brand awareness.
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