What If…?

Client: Chichester Business Improvement District (Chichester BID)
Campaign: Proudly Chichester, Proudly Independent – What if…?
Duration: July 2025 (National Independent Retailers Month)

The Challenge

Now in its third year, Proudly Chichester, Proudly Independent has become a cornerstone of Chichester BID’s summer activity, designed to champion the city’s independent businesses and encourage residents to rediscover their high street.

BrightWord PR was tasked with evolving the campaign for 2025 – to keep the message fresh, relevant and emotionally engaging while driving tangible increases in visibility, engagement, and participation among both businesses and consumers.

The Idea

We developed the creative concept “What if…” – a theme that captures the spirit of spontaneity and rediscovery. From the small everyday needs to the unexpected moments that make local life special, What if…invited people to see Chichester’s independents as the solution to life’s little twists and turns.

“What if that dress just needed a small alteration? What if you didn’t want to cook tonight? What if your nails need a refresh or you forgot a birthday gift?”

Through this relatable narrative, the campaign connected emotionally with audiences while reinforcing the value, variety and personality of Chichester’s independent businesses.

The Execution

BrightWord PR delivered an integrated PR and marketing campaign spanning content, media relations, social storytelling and business engagement. Key activity included:

The Results

The campaign delivered outstanding results across all channels:

The result was a vibrant, city-wide celebration of independent spirit – strengthening Chichester’s sense of community pride and reaffirming its reputation as a destination alive with local character.

The Impact

BrightWord PR’s strategic approach combined insight-led creative with targeted communication, delivering measurable outcomes and meaningful engagement. The What if… campaign not only exceeded social benchmarks but also deepened the emotional connection between Chichester’s people and its independent business community.

 

Chichester International Film Festival

Project Overview

We started working with the Chichester International Film Festival in 2024, where under the guidance of a new Director, the Festival entered a new chapter – bringing fresh energy and direction to a beloved cultural event. We were brought on board to lead a strategic PR and marketing campaign that would introduce the new leadership, increase visibility, and attract diverse audiences to the Festival’s diverse programme of screenings and events.

Off the back of the success of the 2024 Festival, we were delighted to be reappointed to work on the 2025 Chichester International Film Festival campaign.

Objectives

Our Strategy & Approach

Regional PR & Media Relations

We secured targeted media coverage across Sussex through compelling press releases, feature placements, and Q&A interviews with the new Festival Director – highlighting both their vision and the Festival’s evolving identity.

Press Interviews & Launch Features

We positioned the new Director as a cultural voice, placing interviews in local press and radio to introduce their story, plans, and the refreshed programming. We also secured interviews with visiting film directors, actors and producers.

PR Stories Around the Programme

Beyond listings, we created editorial angles around headline screenings, community events, international cinema highlights, and themed strands – giving journalists multiple ways in which to cover the Festival.

Partnerships with Local Businesses & DMOs

We collaborated with local venues, hospitality businesses, retailers, and tourism organisations to co-create activations that brought the Festival into the wider city experience:

Influencer Engagement

We partnered with hand-picked regional influencers, film lovers, and lifestyle bloggers to share Festival previews, favourite screenings, and significant moments.

Community Competitions

We ran engaging social and media competitions for free tickets and VIP access —driving social shares, ticket sales and buzz around key dates.

Results

Conclusion

Our campaigns for Chichester International Film Festival combine storytelling, strategic press outreach, and creative local partnerships to reintroduce a trusted cultural brand under new leadership. With a blend of tradition and fresh energy, the Festival reached new audiences while re-engaging loyal supporters – paving the way for continued growth and innovation.

Christmas in Chichester

Client: Chichester BID
Partners: Chichester District Council, Chichester City Council
Timescale: July – December 2024

Brief

To deliver a city-wide festive campaign that would drive footfall, support local businesses, and cement Chichester’s reputation as a vibrant destination during the Christmas period.

Our Role

As Chichester BID’s retained PR and Marketing agency, BrightWord oversees the strategic planning, creative direction, and full marketing delivery of the Christmas in Chichester campaign. From conceptualising the key themes and developing the campaigns to creating the Christmas collateral, securing the celebrity judge for the much loved Christmas Window Competition and coordinating the partner activities, starting in July – we absorb ourselves in Christmas in Chichester.

Project Management & Delivery

We manage the campaign end-to-end – from content creation and event coordination to press, social media, and stakeholder engagement. Working closely with the BID team, we:

Influencer & Digital Success

To extend the campaign’s reach, we collaborated with lifestyle influencer @KatieKirkLoves (22.7k followers) to showcase independent Christmas shopping, dining experiences and the Chichester Gift Card. Her collaborative reel and carousel achieved excellent engagement, driving new followers to the @thisischichester page and increasing click-throughs to the campaign website.

Digital Performance

Press & Media

We drafted and distributed press releases for every major event, securing interviews with local and regional broadcasters. A new contact was also established with BBC Five Live’s Business Reporter & Presenter, expanding future media opportunities.

The Result

A cohesive, multi-channel campaign that elevated Chichester’s festive offer, strengthened community partnerships, and delivered measurable growth in online engagement and visitor footfall – while ensuring a strong and sustainable brand identity for years to come.

Chichester Cathedral: Mars

Project Overview

We were brought on to lead the PR and marketing campaign for the arrival of Luke Jerram’s Mars installation at Chichester Cathedral—a visually stunning and thought-provoking artwork that brings the surface of Mars to life inside a sacred space.

Our goal was to create buzz, drive visitor footfall, and support the Cathedral’s ambition to engage new and returning audiences across West Sussex and beyond.

Objectives

Our Strategy & Approach

Regional PR

We secured widespread regional media coverage through carefully targeted press outreach, interviews with the Cathedral team and artist, and press invites to the installation’s preview night.

Social Media Activation

We developed a content calendar and ran paid and organic campaigns across Instagram and Facebook to build momentum pre-launch and sustain awareness throughout the exhibition run. Content included time-lapses, behind-the-scenes set-up, visitor quotes, and stories featuring families and creatives interacting with the work.

Editorial-Led Blogs

We wrote and published a series of editorial-led blog posts that explored the science, symbolism, and significance of Mars in both artistic and religious contexts—positioning the Cathedral as both a place of reflection and innovation.

Partnerships & Local Collaboration

We worked with local businesses and Destination Management Organisations (DMOs) to create joint campaigns and amplify reach. Highlights included:

Influencer Engagement

We invited a curated list of family bloggers, regional content creators, and cultural influencers to attend preview events and share authentic, high-quality content with their followers—resulting in strong organic reach and engagement across platforms.

Results

Chichester Cathedral: Resilience in Clay

Project Overview

We were proud to lead the PR and marketing campaign for Resilience in Clay – a powerful and moving sculpture exhibition by acclaimed artist Kate Viner, installed within the sacred space of Chichester Cathedral.

The exhibition told personal stories of resilience and recovery through portraiture and clay, created in collaboration with local charity Sanctuary in Chichester, whose clients became both subjects and participants in the creative process.

Our aim was to drive awareness, deepen public understanding of the project’s powerful social themes, and invite audiences to engage with the Cathedral in a new and meaningful way.

Objectives

Our Strategy & Approach

Regional PR & Media Engagement

We secured editorial coverage through targeted pitches to local and regional press. Our storytelling centred not only on the artist and venue, but on the lived experiences behind the sculptures—sharing stories of strength and survival.

Highlights included:

Compelling Content & Video Creation

We produced short-form videos capturing behind-the-scenes moments, interviews, and artistic process footage—designed to be shared across digital platforms and Cathedral channels.

Editorial-Led Blog Series

A series of blog articles explored the themes of resilience, healing, and identity—delving into the stories behind the sculptures and positioning the exhibition as a conversation-starter on art and resilience during conflict.

Social Media Campaigns

We created a series of visually rich, emotionally resonant posts across Facebook and Instagram, highlighting:

Partnership & Charity Collaboration

We worked closely with Sanctuary in Chichester to ensure their voice was embedded throughout the campaign. This partnership gave depth and authenticity to the messaging, and also helped reach wider networks.

Results

Conclusion

Resilience in Clay was more than an exhibition – it was a collaborative act of storytelling, sharing and creativity. Through a multi-channel PR and marketing campaign, we helped elevate its message, amplify its impact, and connect it with the audiences it was made for.

Working on a project that deserves to be seen and felt? We bring thoughtful campaigns to life through storytelling, partnerships, and purpose. Get in touch – hello@brightword.co.uk.

Chichester Cathedral: Peace Doves

The Challenge

In Autumn 2023, we partnered with Chichester Cathedral to deliver a comprehensive communications strategy for their major seasonal exhibition: Peace Doves by renowned sculptor Peter Walker.

Suspended in the Cathedral’s historic Nave, the breathtaking installation featured 15,000 individually handmade paper doves, each inscribed with a message of peace, hope, or love from local children, community groups, and members of the public. The installation was further brought to life with a rich programme of supporting events, including storytelling sessions, silent discos, and immersive twilight viewings accompanied by music composed by David Harper.

The Objectives

Our Approach

BrightWord delivered an integrated communications strategy that combined:

The Results

What’s Next

Following the success of Peace Doves, Chichester Cathedral’s annual autumn exhibition has cemented its place as a standout moment in the area’s cultural calendar, attracting growing audiences and national attention. We have continued to work with Chichester Cathedral on multiple projects including Luke Jerram’s Mars in 2024 and Chichester950, the Cathedral’s 950th anniversary celebrations in 2025.

The Little Botanical: Christmas PR

Great Christmas press coverage plays a crucial role in a brand’s long-term PR strategy. A well-placed product mention or a positive review from a respected journalist or influencer can significantly elevate a brand’s profile, increase brand awareness, drive sales, and differentiate it from competitors. This case study explores how we worked with The Little Botanical (TLB) on their Christmas campaign, showcasing our strategic approach and the results achieved.

Targeting Gift Guides

To maximise TLB’s visibility, we took a proactive approach by finalising the Christmas press release by July. This allowed us to target long-lead publications that were already compiling features and gift guides for the festive season. We ensured high-quality, high-resolution imagery was readily available, showcasing both pack shots and lifestyle images to bring TLB’s Christmas collection to life. Additionally, we confirmed stockist details and prices for the collection well in advance. By considering different gift guide categories, themes, and trends, we pitched a range of products that aligned with the preferences of various press outlets. We tailored our product offerings to suit the target audience of each publication, ranging from high-end luxury magazines to niche gardening and interior titles.

The Christmas Range

Recognising the value of TLB’s new personalisation service, we positioned it as an ideal, meaningful, and unique Christmas gift idea. We curated a range of gifts with different price points, ensuring journalists had a variety of options to feature based on different budget categories. Leveraging TLB’s diverse plant range, we identified the best gifts for different people, catering to a wide range of gifting needs and requirements.

Monitoring Trends

We closely monitored consumer trends to inform our PR strategy. Recognising the cost-of-living crisis and consumers’ increasing consciousness of spending habits, we identified an opportunity to feature price-sensitive gifting ideas that could help stretch Christmas gifting budgets further. Furthermore, we highlighted TLB’s brand story within the Christmas offerings, emphasising what sets the brand apart and building trust and engagement with the audience.

Targeting Press

Thorough research was conducted to identify the relevant journalists and publications covering Christmas. We noted specific deadlines and any themes, categories and price points for their Christmas pages. Our approach included personalised follow-ups to ensure press had all the necessary information in a timely manner, maximising the chances of securing coverage and building on media relationships for the brand.

Online Presence

Recognising the significance of online platforms for Christmas PR opportunities, we developed a comprehensive digital strategy. We targeted online features and gift guides throughout November and December, taking advantage of the fact that approximately 70% of gift guide opportunities are online. This approach allowed us to leverage last-minute opportunities leading up to the festive season.

Influencer Engagement

As influencers play a vital role in shaping consumer opinions, we incorporated influencer engagement into our Christmas campaign. By partnering with relevant influencers in the home and lifestyle space, we amplified TLB’s reach and showcased their products to a wider audience, leveraging the influencers’ credibility and following.

Seasonal Feature Ideas

While Christmas was the main focus, we didn’t overlook other seasonal stories leading up to the festive season. We pitched TLB’s Christmas range to stylists working on festive-styled shoots, offering the inclusion of plants in their creative setups. Additionally, we positioned TLB’s Co-Founder, Morag Hill, as an authority in houseplant care, pitching festive-themed expert plant care tips and quotes. These covered topics such as Poinsettia and Christmas tree care, as well as alternative plant-centred Christmas decor ideas. By connecting emotionally with the audience and demonstrating TLB’s extensive knowledge and expertise, we established a strong brand presence beyond just product placement.

Photo Features

We also capitalised on TLB’s incredible West Sussex based nursery where they grow their own plants and looked to secure image-led features. We used our contacts with freelance photographers to capture the wonderful sea of red Poinsettias growing in the nursery. This resulted in a photo feature within The Telegraph, a powerful and engaging section of the newspaper.

Christmas Coverage Included:

The Times
The Telegraph
OK! Magazine
Country Homes & Interiors
Period Living
ES Magazine
Notebook
Absolutely Sussex
Cosmopolitan
Garden Illustrated
Good Housekeeping
The Mail on Sunday

Beyond Christmas

Once the Christmas coverage was filed, we made sure to think ahead and pitch short-lead January stories before the Christmas break to build on the momentum Christmas had created and nurture relationships with key press.

In January, there is often a focus on well-being, health and refreshing the home. We capitalised on this opportunity by pitching relevant plant-related ideas and features such as highlighting how plants can help beat the winter blues, as well as the top plant recommendations for darker days and colder temperatures. By aligning TLB’s offering with these January themes, we maintained the brand’s visibility and relevance beyond the festive season, ensuring continued press coverage and engagement with the audience.

Could we help you harness the power of PR for your next campaign? 

Whether you’re planning a product launch, event or special promotion, our team is experienced in crafting strategic PR campaigns that elevate your brand’s visibility and achieve your goals. We’d be delighted to discuss how we can collaborate and unlock the potential of PR for your brand. Contact rachel@brightword.local to discover more about working with us.

Warrenders Jewellers: A Tale of Generations

We love a good story, and are always keen to create engaging content to captivate the minds and hearts of audiences. We recently came up with a heartfelt Christmas campaign for Warrenders Jewellers, with a focus on family, history and enduring business success.

Warrenders is an independent jewellery business in Sutton with a heritage that spans over 70 years. During this time, the business has served generations of customers, helping them celebrate and honour milestone moments in their lives, from engagements and marriages to anniversaries, birthdays and christenings – many own Warrenders pieces bought to commemorate all of these occasions.

We wanted to create a campaign that celebrated the unique and longstanding relationship the store has with its customers and community while also highlighting the history of the business and their passion for family. After much brainstorming, coffee and cake, we came up with a ‘Generations Campaign’ to connect the generations of customers through their Warrenders jewellery.

To support the campaign, we held a photoshoot involving a real family of three generations wearing a special collection of jewellery pieces – The Generations Collection. Tying the project to a set jewellery collection added a tangible element and really helped inspire customers and drive sales over the important Christmas retail period.

We also spoke to customers and members of the Warrenders’ family asking for their real life jewellery stories and how those treasured pieces have played a part in key moments of their lives. The campaign was rolled out across social media channels, inviting followers to share their own personal jewellery experiences using the hashtag #mywarrenders.

Many captivating stories were revealed, illustrating the special role Warrenders has played in the lives of its customers over the years and how jewellery is more than just a possession but has the ability to embody emotions and memories that can then be passed down and kept alive for years to come.

The content generated from the campaign was used across social media, e-newsletters, digital content and PR with great results. The dedicated blogs were some of the most visited pages on the website in the run up to Christmas and the launch of the campaign generated a significant swell in website traffic, with social media driving an increase of visitors to the website when compared to the previous period. In addition to this, the campaign resonated with Warrenders’ customer base, generating positive feedback from customers both in store and online.

“Our businesses benefit from working with BrightWord PR. Their wide range of skills and experience support us to meet the challenges of competing in the modern marketplace. We get the same valuable advice and professional service on day to day tasks and headline projects, which is such an asset to a small business. I always seem to be saying “thank you” to BrightWord!” Richard Warrender 

 

W&W Jewellery: Pickett London Collaboration

We strongly believe in the power of partnerships and have seen how bringing the right brands together can have phenomenal results. Specialising in creating possibilities and connections, we identify synergies and affinities with other brands to generate opportunities to reach wider audiences.

An example of a recent collaboration was with our client W&W Jewellery and Picket London – two brands recognised for their British craftsmanship, design and quality.

Well-known for their exquisite bespoke jewellery services, W&W launched their first ever ready-to-wear Jewellery Box Collection in 2018, comprising a carefully curated collection of their own handmade jewellery as well as a number of unique and interesting pieces that they have sourced.

To launch the new collection and reach a wider audience, we identified an opportunity to partner with a brand known for producing beautiful bespoke jewellery boxes. With their passion for distinctive style, exceptional design and impeccable craftsmanship, Pickett was top of the list. Celebrating 30 years in business, Pickett provides luxury leather goods that are handmade in England including a selection of jewellery boxes. Like W&W the firm also offer a bespoke service for those looking for a luxury artisanal experience with an outcome that is completely unique and personal.

The collaboration included the coordination of a photo shoot to capture W&W’s exquisite pieces sitting alongside Pickett’s luxury leather jewellery boxes. The iconic images were used in social media and digital campaigns, allowing both brands to tap into a wider audience with similar synergies. We also secured coverage in Exclusively British, a high-end luxury lifestyle magazine, on the partnership story.

Not only did the campaign successfully launch W&W’s Jewellery Box Collection, it also celebrated the best of British craftsmanship and design.

The Woodhorn Group: The Green Waste Story

Over the last few months we’ve been working with our client, The Woodhorn Group on its brand new green waste recycling video.

The Woodhorn Group is an organic farm in West Sussex that diversified into green waste recycling in 2008. They now receive over 75,000 tons of local green waste each year at their sites in Tangmere and Runcton, which is then used to create their Earth Cycle range of high quality peat free compost and soil conditioning products.

While recycling is a hot topic at the moment, there is limited information out there about the green waste story so one of the first recommendations we made to the team was to create an engaging video to demonstrate how garden waste from West Sussex is collected and then turned into nutrient rich compost.

We were responsible for project managing the video which included creating a storyboard, briefing the videographer, overseeing the editing and launching the final cut. With so much content to film, it was important to keep a tight brief to capture the scale of the waste management and communicate the measured process while also ensuring that viewers of all ages would understand and engage with the video.

In early December we launched the video across various platforms, pushing it on the firm’s website, social media channels and in the local press. We worked together with a number of partner organisations such as the Soil Association, Chichester District Council and Biffa to help reach and engage with a wider audience.

We particularly enjoyed working on this project; seeing months of planning and the story come to life on screen.


Or Click here to see the final result.

Gilbert & Cleveland: Brand Refresh

We’ve been working with Gilbert & Cleveland Estate Agents for the past year, managing all their marketing and PR activity across the three local offices. One of our key objectives from early on was to improve the firm’s online presence and digital marketing. However, before doing this we had to go through a lengthy brand evaluation and introduce a refreshed set of brand guidelines to help them achieve more consistency across all marketing materials and channels. This included the introduction of their silhouettes which represent the five local office areas and their lettings service. The new materials produced following the brand refresh have been well received and the silhouettes are becoming synonymous with the company.

Once this had been completed we could then set our sights on their online marketing. We spent several months working with the partners and staff at Gilbert & Cleveland to scope out the new website and establish the user journeys and experience. We also spent time reviewing the competition and working with our partner development company to plan the aesthetics and functionality of the site.

The agreed aim was to create a cleaner, fresher and more user friendly website with a modern feel whilst maintaining their unique selling points and traditional branding; we wanted to embrace modern methods of selling property without compromising their personal touch and excellent service. It was crucial that the website was responsive for desktop, tablet and mobile screens and that branding was consistent with the newer image that had been introduced.

The new site also needed to:

Other requirements included being able to clearly display property details across all devices with the ability for users to share with friends, book viewings and download further information. We also wanted to reinforce the firm’s position as experienced, trustworthy and knowledgable estate agents so spent time building up valuable content such as guides on the selling and lettings processes as well as information about local areas and recommendations from buyers/sellers.

The website launched just before Christmas and we are all delighted with the results. The new look is clean and contemporary while the informative and engaging content ensures that the firm’s unique values remain at the forefront of what they do.

To visit the website click here.

New Theatre Royal: Relaunch

We were appointed as the PR and Marketing Agency of choice for New Theatre Royal in Portsmouth at the start of 2015 to relaunch the historic theatre.

Established as a theatre in 1854, New Theatre Royal has enjoyed over 160 years as a cultural landmark in the heart of Portsmouth. Since 2012, the theatre has been undergoing a refurbishment project of over £4.5 million to restore the historic building back to its former glory and modernise the theatre.

Working closely with the dynamic and hard-working team there, we were tasked with securing as much media coverage as possible to announce the re-opening and promote the fantastic programme of events lined up in the new theatre and its adjoining learning studio.

The curtain was raised for the first time in three years on the 15th October and the BrightWord team secured over 50 pieces of coverage across a number of key titles including BBC South Today, The News, The Stage, Chichester Observer and Hampshire Life amongst others.

Since the successful launch we have continued to manage the PR for the theatre, working with regional, national and trade press across print, broadcast and online platforms. We also deliver the digital strategy including e-newsletter campaigns and social media management.

Caroline’s Dairy Ice Cream: Brand Awareness Campaign

We’ve been lucky enough to work with local ice cream firm, Caroline’s Dairy since 2014 and this summer saw us launch an exciting PR campaign to find a new flavour of ice cream!

Based in Sidlesham, the multi award-winning ice cream company use the milk from their own dairy herd to make their heavenly ice cream. The dairy team combines the milk with the best natural ingredients and locally sourced fruit to create over 20 different mouth-watering flavours. Their award-winning flavours include Belgian Chocolate Ice Cream and Stem Ginger, Lime and Chilli Ice Cream, which were both recognised in last year’s Great Taste Awards.

Having launched the flavour competition we managed to secure coverage in various regional and trade press including Chichester Observer, West Sussex Gazette, Sussex Life and Taste Magazine as well as creating an online buzz via social media channels.

Nearly 200 people put forward their entries and all suggestions were shortlisted and then trialled and tested in the dairy parlour at Chalder Farm. The final flavours were then judged by Caroline Spiby, owner of Caroline’s Dairy, Gary Shipton, Editor in Chief of Sussex Newspapers, and local food writer Rosemary Moon.

As well as the main competition, we also invited local schools to get involved with a colouring competition that saw the children win a number of prizes for ‘Best Pot Design’ and ‘Best Ice Cream Name.’

The campaign was a huge success that not only resulted in fantastic coverage but also helped boost the brand awareness of Caroline’s Dairy and drive more traffic to the website.

“Working with BrightWord is so easy, they are extremely helpful with working through new ideas, researching when needed and getting the job done.

If you are looking for someone that is professional at all times, effective but most of all enjoyable to work with then ask BrightWord to help with your marketing. My working life has changed substantially since we have worked together and only for the best, I couldn’t recommend them highly enough.”

Southend Barns: PR

In 2012 BrightWord Communications were brought in to manage the launch campaign for Southend Barns wedding venue in West Sussex. Fast forward to today and with over 160 weddings booked there each year, it’s safe to say that Southend Barns has become the venue of choice for the Chichester area.

Our services have since extended from the ongoing PR of Southend Barns but also to oversee branding, the creation of marketing collateral, the management of their website and social media channels as well as the organisation of regular events.

The coverage received over this time speaks for itself with features in Bride Magazine, Your Sussex Wedding, Wedding Venues and Services and more.

“From the outset BrightWord have completely immersed themselves in our brand and have become an integral part of the team. The demands of running a new business meant that I needed additional support with my marketing & PR and now Rachel has got my brand consistency under control, delivered a hugely successful venue launch and I am receiving a steady stream of enquiries due to the ongoing PR support.”