The Black Sheep | Palm Treo Pro x Cake

Role: PR account team
Duration: March 2008- March 2009

Overview:
During my time at Cake Group, I was a key member of the PR account team working with Palm to launch the Palm Treo Pro handset. Our strategy was to celebrate the mavericks and innovators who dared to be different, in line with Palm’s brand message. We took over The Truman Brewery in London to host an exclusive pop-up gastro pub experience called "The Black Sheep" for five unforgettable nights. This event served as a creative platform for showcasing the Palm Treo Pro, while inviting influential figures from the worlds of business, sport, TV, music, and comedy to share their stories.

Key Responsibilities & Achievements:

Event Concept and Execution: Spearheaded the PR strategy for "The Black Sheep", a first-of-its-kind pop-up gastro pub that celebrated iconoclasts and forward-thinkers. Over five nights, the event brought together high-profile guests for a unique series of ‘An Audience With’ dinners, showcasing the Palm Treo Pro in an unforgettable setting.

Celebrity & Influencer Engagement: Curated an impressive lineup of celebrities and mavericks, including Piers Morgan (former editor of News of the World and Daily Mirror), Karren Brady (CEO of Birmingham City FC), Human League (synth-pop pioneers), Sean Lock (comedian), and Chris Hoy (Beijing Olympic gold medallist). Facilitated engaging interviews and conversations that highlighted their achievements, while tying back to the Palm brand ethos.

Media Partnerships & Coverage: Managed media relations to ensure prominent coverage of the event, securing top-tier press attendance and featuring key media outlets in business, technology, entertainment, and lifestyle. Strategically timed media placements helped cement Palm’s presence in the tech and lifestyle spaces.

Exclusive Culinary Experience: Partnered with Brett Graham, Michelin-starred chef and head of The Ledbury in Notting Hill, to provide a two-course meal for all guests, elevating the event’s status and ensuring a high-quality, memorable experience for both celebrities and the media.

Brand Messaging & Experience: Created a distinctive, buzzworthy event that reinforced the Palm Treo Pro's positioning as a device for those who dare to be different. The gastro pub’s name, “The Black Sheep”, perfectly encapsulated the spirit of the Palm brand and aligned with the strategic message that resonated throughout the entire campaign.

On-the-Ground PR & Press Management: Managed media attendance, press kits, and interviews, making sure the key messages were communicated effectively. Oversaw press relationships on-site, ensuring coverage in both traditional and digital media channels.

Key Achievements:

Unique Event Experience: The innovative concept of a pop-up gastro pub resonated strongly with both media and guests, creating a unique and newsworthy experience for Palm’s Treo Pro launch. The event successfully generated significant media attention, enhancing the visibility of Palm’s new product.

Celebrity & Media Engagement: Secured attendance from a wide variety of high-profile individuals, which resulted in widespread media coverage. The presence of well-known personalities significantly amplified the event’s profile, garnering both press and social media buzz.

High-Profile Coverage: Successfully generated coverage across multiple platforms, including business, lifestyle, tech, and entertainment media. Media outlets featured stories on the maverick guests, the innovative setting, and the Palm Treo Pro’s unique selling points.

Innovative Brand Positioning: The Black Sheep event positioned the Palm Treo Pro as a bold, forward-thinking product aimed at those who reject the status quo—further cementing Palm’s brand values in the hearts and minds of its target audience.

Skills Developed:

Event PR & Execution: Gained valuable experience in curating and executing high-profile events, particularly in a pop-up setting, with strong emphasis on brand positioning and media engagement.

Influencer & Celebrity Relations: Enhanced skills in working with high-profile figures from various industries, successfully managing their participation in events to elevate the brand narrative.

Cross-Industry Media Management: Developed a comprehensive understanding of how to align press coverage across multiple sectors, including tech, business, entertainment, and lifestyle.

Crisis Management & Brand Reputation: Navigated any potential on-the-ground issues seamlessly to ensure the event's smooth execution, maintaining positive brand perception throughout.