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Is it a plane? Is it a library? No it’s a Flybrary!

Posted on July 18th, 2017 in Taylor Herring News.

Pictures: https://www.flickr.com/gp/taylorherringpr/PB710V

Video: https://vimeo.com/225960855

LONDON, Tuesday 18th July 2017: Europe’s leading airline easyJet have launched a new initiative today to launch ‘Flybraries’ (flying libraries) following new research that suggests that the number of children reading for pleasure is at an all-time low.

This summer easyJet will fly 750,000 families out of UK airports on their holidays.

That means it has a unique opportunity to get kids hooked on a book while they’re on the plane.

EDITORIAL USE ONLY (Left to right) Ellie Ashdown, aged 8, Erik Whitely, aged 7, Elise Whitely, aged 10 and Sophie Raison, aged 9 at the launch of the easyJet Book Club, a new initiative supported by ChildrenÕs author, Dame Jacqueline Wilson, which is designed to promote literacy and encourage kids to read, at Gatwick Airport in West Sussex. PRESS ASSOCIATION Photo. Issue date: Tuesday July 18, 2017. The former ChildrenÕs Laureate has selected books for kids to enjoy in-flight including; Peter Pan, AliceÕs Adventures In Wonderland, The Railway Children and The Wizard of Oz. Photo credit should read: Matt Alexander/PA Wire

Seven thousand copies of children’s classics including Peter Pan, Alice’s Adventures In Wonderland, The Wizard Of Oz, and The Railway Children will be made available on easyJet’s UK fleet of 147 aircraft as the new holiday reading campaign takes flight today across European destinations for free.

Kids can start reading them on the flight and then when they land download free samples of other classics to try, plus a sample of Wilson’s latest bestseller, Wave Me Goodbye, from easyjet.com/bookclub. Children will leave the books on board for the next passenger to enjoy.

easyjetflybrary

Dame Jacqueline Wilson, whose 106 children’s books have collectively sold over 40 million copies in the UK alone, said: “The long summer break is the ideal opportunity for children to get stuck into a great story. Books stimulate a child’s imagination and development. Reading soothes, entertains, grows vocabulary and exercises the mind and a flight is the perfect place to escape into a literary adventure. That’s why I think this campaign is such a clever match. I’ve chosen books that children might not have read, but are familiar with, maybe from film and television. I alsowanted stories that would appeal equally to boys and girls.”

easyJet CEO Carolyn McCall said: “This summer easyJet will transport three quarters of a million families from UK airports to popular holiday destinations across Europe – the largest number yet due to our range of parent-friendly initiatives to make it easier for parents and kids alike. The launch of our summer kids book club is another initiative designed to make flying with us more fun and help to get kids hooked on a book at the start of the holiday season at the same time. Our in-flight lending library means young passengers can pick up a brilliant book during their flight and then return it to the seat pocket at the end of the flight for the next customer to enjoy onboard. We think it will be popular with parents and children alike.”

The initiative follows research by easyJet who polled 2,000 British parents with children aged 8 – 12, which reveals that over 8 in 10 parents (83%) say children are reading less in comparison to when they were younger.

The research reveals that kids are reading an average of three books over the course of their entire summer holidays, in contrast to an average of four books which their parents would have devoured at the same age – a drop of 25% over the course of a generation.

The study found that the majority of respondents (84%) agreed that people tended to read more for pleasure 25 years ago than they do today, due to us living in a fast moving digital world with endless entertainment options. The research reveals a seismic shift in reading across generations, with the decline in the number of books being read by children today attributed to the vast choice of entertainment available to them on digital devices.

Gatwick Airport’s Head of Terminals & Passenger Services Nikki Barton said: “We are right behind this brilliant summer initiative by easyJet and were honoured to welcome Dame Jacqueline to Gatwick to launch the Book Club and sign some of her books for our younger passengers. There’s nothing like a great book, and kids heading off to the many holiday destinations served by easyJet from Gatwick this summer will certainly have plenty to keep them amused on-board.”

Of those surveyed, nine in ten parents (90%) said that they believed the breadth of electronic entertainment devices available to children has led to a decline in reading for pleasure.

Questioned on why they believe this trend has occurred, over a half (57%) said it was due to an increase of availability of digital devices from a young age.

Furthermore, of those surveyed eight in ten (80%) believe that the widespread presence of digital entertainment has had an adverse effect on literacy levels. Over half (53%) of British parents charted the rise of ‘digital devices’ (smartphones and tablets) as a reason for the decline in children reading for pleasure on holiday.

easyjetbookclubjaquelinewilson

To support the initiative, Dame Jacqueline Wilson has compiled her top 10 list of must read books for children this summer

Alice in Wonderland (Lewis Carroll)
The Wizard of Oz (L. Frank Baum)
The Railway Children (E. Nesbit)
Peter Pan (J.M Barrie)
The Borrowers (Mary Norton)
Charlie and the Chocolate Factory (Roald Dahl)
Finn Family Moomintroll (Tove Jansson)
Journey To The River Sea (Eva Ibbotson)
The Silver Sword (Ian Serraillier)
The Wind in the Willows (Kenneth Grahame)

Taylor Herring help deliver Pimm’s most inventive serve yet…

Posted on June 30th, 2017 in creative publicity,FMCG,Food and Drink PR,Taylor Herring News.

Match point at Wimbledon, but your glass is empty? Fear not!

Pimm’s have created the perfect way for fans to serve up a fresh glass of the quintessential summertime drink without missing a second of The Tournament.

The ‘Pimmbledon Machine’, devised by Pimm’s creative agency Taylor Herring, can serve up a delicious jug of Pimm’s in just 56 seconds. The contraption was inspired by the ever-popular Rube Goldberg style of engineering, in which a deliberately complex mechanism is formed by a series of devices to perform a simple task.

The remarkable machine features all the ingredients needed to deliver a Perfect Pimm’s, and took a team of six artists and engineers over 300 hours to build.

Components of the ‘Pimmbledon’ machine are triggered by a clock chiming ‘Pimm’s O’Clock’, which in turn releases a tennis ball into motion before balloons, tennis racquets, a ball machine, garden shears and an umbrella all play their part in delivering strawberries, cucumber and mint into a trolley-powered jug.

Elly Martin, Pimm’s Senior Brand Manager, Europe, says: “Wimbledon is the highlight of the British sporting summer, with the fantastic tennis action keeping the nation on the edge of their seats – and now the ‘Pimmbledon Machine’ is the perfect way to make sure you don’t miss a shot! We are incredibly proud to be an official partner of The Championships, and what better way to celebrate than serving up the perfect Pimm’s!”

James Ralley, Head of Commercial and Marketing, AELTC, says: “Like the players themselves, the perfect serve always requires the right equipment – and the Pimmbledon Machine shows what could be achieved during that 90-second break in play during end changes, with a little British ingenuity!”

Pimm’s has long been the tipple of the nation’s favourite tennis tournament, and alongside this mesmeric contraption, the summer drink celebrates as an official partner of The Championships with a programme of brand activations.

Pimm’s will stage events to support the much-loved competition, including a tennis takeover of the Selfridges Roof Deck and a Wimbledon Menu at The Ivy Café (Wimbledon Village) featuring an exclusive ‘Pimmbledon’ cocktail.

Pop-up Pimm’s bars have been deployed to numerous pub gardens across London and the South East this summer, to bring a further touch of style to fans’ Pimm’s O’Clock.

More than 280,000 glasses of Pimm’s were enjoyed throughout The Championships’ Fortnight last summer.

For those heading to Wimbledon, they will be able to enjoy the classic Pimm’s No.1 Cup in the Grounds, available from the beautiful ‘Pimm’s on the Hill’ bar, designed in a quintessentially British summer style true to both Pimm’s and Wimbledon, alongside the newly styled Pimm’s at the Long Bar. In addition, the Pimm’s No.6 Vodka Cup will be served exclusively in Debenture areas and the restaurants, alongside the traditional No.1 Cup.

 

Sat-mad Brits are on the road to ruin

Posted on May 31st, 2017 in App PR,b2b creative PR,brand PR,branded content,Car PR,Consumer Electronics PR,Consumer PR,PR Stunt,publicity stunt agency,Taylor Herring News,Taylor Herring PR,Technology PR,Uncategorized,Viral Video PR.

Brits are becoming less street-smart as new research reveals we spend over a whole day (29 hours) each year travelling either the long way or the wrong way to our destinations after relaying on electronic guides.

The study, specially commissioned by the new black cab app; mytaxi quizzed 2000 British drivers about their reliance on the gadgets which are now used by three-quarters (76%) of domestic motorists. Worryingly over half of Brits (52%) surveyed admitted they completely ‘switch off’ once the sat nav is leading the way and give little attention to road signs and landmarks.

Further findings reveal that Brits now find it almost impossible to escape the technology even when they aren’t driving – indeed, 83% of those surveyed regularly experience the use of sat navs when travelling as a passenger in a minicab.

The black cab app mytaxi have today release a hidden-camera prank video to highlight over reliance on sat nav devices.

A minicab was rigged with micro-cameras in an experiment to see how far Londoners would be prepared to travel with a sat nav obsessed driver.

In the video tempers of passengers reached boiling point as the driver stubbornly followed the satnav despite their protestations.

Since going live on mytaxi’s social media channels, the video has racked up a massive 500k views

Andy Jones, General Manager, UK, at mytaxi, said: “Sat nav technology is undoubtedly a huge help to many people but it is certainly not flawless and the results can be both frustrating and comical, as evidenced by the number of misadventures seen in the film. We are proud to say that all mytaxi drivers have spent three years studying for the Knowledge memorising over 25,000 streets and 20,000 landmarks. There really is no substitute to real local knowledge when it comes to navigating through traffic and finding the quickest routes to a destination.”

For more information please contact Taylor Herring