PR | Building Reputations
Building Reputations
Seadragon loves building reputations: brands, companies, products, people, causes, beliefs, or in the case of Montenegro and Croatia, even countries.
That said, and without wishing to sound pretentious, we have to believe in who you are, what your company offers or how your product works. We need to understand every aspect of what you do to be able to help build your reputation credibly. If there are skeletons in the closet, we won’t judge you for them, but we will need to know what they are so we can manage how these old bones are dealt with.
A Case Study
Though we say it ourselves, we were one of the first to help put Montenegro on the map in the media back in 2006. This little-known tiny republic was mostly associated with siding with Serbia during the Yugoslav war of 1991-95, and at face value seemed an unlikely property hotspot. We weren’t asked to instigate a tourist push, but a property investment promotion. Beautiful coastal former palaces and rustic cottages existed in areas resembling Lake Como, but without the price tags to match. We dubbed it ‘Tuscany by the sea’.
As part of the property promo campaign, we organised an intensive 5-day trip for a group of national journalists which resulted in features in the Daily Mail, Daily Express and the Financial Times, as well as editorial in A Place in the Sun, among others. Montenegro became synonymous with the property company promoting it.
Country reports and brochures were created to support the surge of interest, which took an in-depth geopolitical and economic look at the reasons for Montenegro’s rising market. In 2006, Montenegro suddenly became an important destination, and – though we couldn’t possibly take the credit – was even featured in Daniel Craig’s first outing as James Bond in Casino Royale.
All pictures of Montenegro in the screen above were taken by Caroline Phillips.