Vicky Beercock

Role: PR Account Team
Duration: March 2008 – March 2009

Overview:
During my time working on Nintendo of Europe's PR account at Cake Group, I contributed to the strategic development of PR campaigns for key product releases, working closely with local markets across Europe. My role primarily involved creating press materials and drafting detailed press releases, which were then translated and adapted by local teams to suit the specific needs of each market. This ensured a consistent and effective communication strategy across Europe while allowing local teams to customise content for their regional audiences.

Key Releases Across Europe

Objective: To launch Wii Fit, an innovative fitness game aimed at encouraging active living in a fun, interactive way. The focus was on showcasing how Wii Fit offered an alternative to traditional fitness solutions, appealing to a broad range of consumers.

Role & Responsibilities:

Developed the PR strategy for the launch and crafted press releases highlighting key features like the balance board and its unique approach to fitness.

Provided local markets with content to adapt and translate, ensuring that the campaign resonated with regional audiences.

Objective: To launch Mario Kart Wii, focusing on its fun and competitive gameplay, as well as the introduction of the Wii Wheel accessory. The goal was to position the game as accessible to both casual and hardcore gamers.

Role & Responsibilities:

Created the PR strategy and wrote press releases that outlined the game’s new features and its appeal to various gaming demographics.

Delivered these materials to local teams for translation and adaptation, ensuring consistent messaging across different regions.

Objective: To support the re-release of The Legend of Zelda: Twilight Princess for Wii, building on the franchise’s established fanbase while attracting new players.

Role & Responsibilities:

Developed the PR strategy and wrote press releases that focused on the enhancements for the Wii version and the legacy of the Zelda series.

Supported local markets with content to translate and syndicate, ensuring a unified European approach to the campaign.

Objective: To launch Animal Crossing: City Folk, with messaging that emphasised the game’s creative, open-ended gameplay and its online features.

Role & Responsibilities:

Developed the PR strategy and wrote press releases that highlighted the new features of the game, particularly its online multiplayer options.

Worked with local teams to translate and adapt the materials, helping them engage with regional press and communities.

Objective: To support the launch of Super Smash Bros. Brawl for Wii, targeting both competitive players and those new to the series.

Role & Responsibilities:

Developed the PR strategy and wrote comprehensive press releases that outlined the game’s appeal, from its rich roster of characters to its multiplayer features.

Provided these materials to local teams to ensure smooth translation and adaptation for different markets.

Objective: To launch Nintendogs + Cats for the Nintendo DS, continuing the success of the original Nintendogs title with a new focus on pet-centric gameplay.

Role & Responsibilities:

Developed the PR strategy for the release, focusing on its appeal to casual gamers and pet lovers.

Created press releases and content for local teams to translate and adapt for their regional markets.

Strategic Campaigns & Results:

European-Wide PR Strategy:
Developed and executed a cohesive PR strategy for each product release, ensuring that each campaign resonated with local audiences while maintaining consistency across European markets.

Press Materials Creation:
Crafted compelling press releases and supporting materials that aligned with Nintendo’s brand and product messaging, ensuring that key features and benefits were communicated clearly and effectively.

Market Syndication & Translation Support:
Worked closely with local teams to ensure seamless translation and adaptation of materials, allowing them to engage with regional press and target audiences while staying true to the global campaign strategy.

Skills Developed:

Pan-European Strategy Development:
Gained extensive experience in creating adaptable strategies that could be rolled out across multiple European markets while maintaining the integrity of the brand.

Press Release Writing:
Honed my ability to write clear, concise, and engaging press releases that conveyed key product features and brand values, ensuring they were easy for local teams to translate and adapt for their regions.

Content Syndication & Localisation:
Strengthened my ability to collaborate with local teams to ensure content was effectively localised and syndicated across European markets, maintaining a consistent message across regions.