PARTNER CONTENT CREATION - Debrett's · collar, non-denim trousers, a jacket or blazer, and smart...

PARTNER CONTENT CREATION

2018

WHY PARTNER WITH US?

DEBRETT’S FOR CONTENT

Our par tners benefit from two-and-a-half centuries of heritage, exper tise and brand

clout, combined with a significant and wide-reaching media impact.

As seen in...

Founded in 1769, Debrett’s is the authority on social, business

and cultural etiquette. We bring our exper tise to our par tners to create strategic

PR campaigns centred around etiquette and modern manners.

Debrett’s writes and licenses all content and manages design and production. Content can

be hosted digitally and/or also be printed in high quality paperback or leather-bound books,

with additional support available from a Debrett’s expert for events, press days

and media interviews.

DEBRETT’S EXPERTISEWidely known as the authority on etiquette, British tradition and style, we are

consulted by multiple media outlets on a range of behaviour-based topics.

Typical requests for comments can vary – from dealing with relations over Christmas to

mobile phone etiquette, to travel, shopping, social media, dress codes and weddings.

29th June 2017, Sky News: Debrett’s Academy

director Rupert Wesson discusses the change in

House of Commons dress code regulations.

Debrett’s expert tutor Katherine Lewis discusses British and US etiquette on CBS’s Today Show in May 2018.

25th June 2017, Radio X: Debrett’s Academy tutor Katherine Lewis speaks to Russell Brand about etiquette and modern manners.

Etiquette authority Debrett’s

believes a child’s manners

are dictated by observing how

people speak to each other in

the real world. ‘Children learn

by example, so if they hear their

parents speaking politely to a digital

assistant they’ll pick up on that.’

25th February 2017According to Debrett’s, a

business casual outfit would

usually come under the same

category as the formal smart casual

dress code, meaning a shirt with a

collar, non-denim trousers, a jacket

or blazer, and smart shoes.

28th May 2017

Perhaps, in an age not for

experts, some common sense

etiquette advice is needed. Debrett’s

says ‘A trip to the theatre should be

fun and inclusive, but it’s important

to show consideration for the

performers and for other spectators.’

23rd November 2016

Electronic cigarettes have

divided the medical world

but there can be no clearer sign

that they are now an established

part of society: Debrett’s has issued

an etiquette guide to their use.

17th March 2017

Debrett’s managing director Renée Kuo takes part in a Channel 4 debate about ‘the Meghan Markle effect’ in May 2018.

Debrett’s associate director Lucy Hume speaks to the BBC’s Victoria Derbyshire show about the peerage

and royal titles in May 2018.

CASE STUDIES

Ourtime2018

On the back of research that found that 60% of mature singles lacked the confidence to begin dating

again, over-50s singles site Our time commissioned us to create a guide to online dating etiquette.

Both printed and hosted digitally, the guide gave advice on dating conundrums such as who should pay

on a first date, how long to wait between messages and when to make your relationship exclusive.

The campaign, which secured widespread print, online and broadcast coverage, was suppor ted by a

half-day of radio interviews with a Debrett’s spokesperson.

INDUSTRYLeisure

TOPICOnline Dating

FORMATPrint and Online (8 weeks)

SAMPLE CONTENT‘In today’s dating world, whoever issued the invitation should expect to pick up the bill... If your date insists

on paying, accept graciously and promise to reciprocate next time (even if you suspect there won’t be one)’

TESTIMONIAL‘Partnering with Debrett’s added credibility to the campaign, with the co-branded guide creating

a great hook for media that resulted in widespread, quality coverage.’ – Inkling PR

Click on the logos to see the article.

Selected Press Coverage

618,521,905Total Reach

63 Total News

Volume

28 Commercial and

BBC Radio Interviews

OUTCOME

Ford2018

Ford UK wanted to promote its luxury Vignale range and to advocate more considerate driving by

launching a Guide to Great British Road Etiquette.

We conducted a comprehensive survey of the UK’s road users to inform a ten-point guide to

motoring manners. The guide tackled motorists’ top driving bugbears, from tailgating to not saying

thank you, with advice for passengers, cyclists, horse riders and pedestrians as well as drivers.

The campaign was suppor ted by a half-day of radio inter views with a Debrett’s spokesperson.

INDUSTRYAutomotive

TOPICDriving

FORMATOnline (8 weeks)

SAMPLE CONTENT‘It may be tempting to touch-up your mascara or brush your beard while stuck in a traffic jam, but keep your attention

on the road: you wouldn’t want to be mid-eyebrow tweeze when the queue in front of you finally moves forward.’

TESTIMONIAL‘Are our driving manners on a one-way road to ruin? New figures would suggest so, with more than 75

per cent of Brits saying that motoring etiquette had declined over the past five to ten years. Esteemed

etiquette guide Debrett’s has teamed up with Ford Vignale to create the ultimate motoring etiquette

guide on the back of their research into Brits’ biggest motoring bugbears.’ - MailOnline



BICESTER VILLAGE

2017 & 2018

To capitalise on Debrett’s exper tise in iconic British style and dress codes, Bicester Village approached

us to suppor t its promotion as a global destination for shopping and luxury brands.We published

a Guide to British Style in three languages as par t of a year-long par tnership, which also included

Debrett’s exper ts as media spokespeople. Fur ther suppor t was provided via social media and videos.

INDUSTRYFashion

and Retail

TOPICStyle and

Dress Codes

FORMATPrint (three languages),

Video, Online

EVENTA Debrett’s and Bicester Village press breakfast was held at the Royal Academy of Ar ts to launch the

par tnership. A panel discussion on ‘The Future of Fashion and Etiquette’, compered by Mary Por tas,

included our men’s style exper t Tim Lord in conversation with Kitty Spencer and Richard E Grant.

TA I L O R I N G T I P S F O R WO M E N

The original dandy, Beau Brummell, turned

clothes-wearing into an artform during the

early 1800s. A friend of the Prince Regent,

he became notorious for his impeccable

style in the tailcoats, waistcoats and

cravats of the period.

The frock coat became standard

gentlemen’s wear during Victorian times

and was later replaced with the morning

coat, which was worn into the middle of

the last century. The Industrial Revolution

also brought with it mass production in

clothing and the rise of the off-the-peg suit.

The short-coated lounge suit as we know

it today evolved out of the dinner jacket,

which was created by Henry Poole, the

first tailor to open a shop on London’s

Savile Row. It was once considered to be

very informal and suitable only for country

wear and sports.

Today Savile Row remains known as the

home of the contemporary tailored suit,

the international uniform of

professionalism and respectability.

Note: a men’s suit jacket is called a coat.

DOUBLE-BREASTEDA good choice for

slim, athletic men.

TWO-BUTTON Flattering and versatile

– leave the bottom

button undone.

PATTERNPinstripes add height.

Checks or herringbone

look less formal

LININGSAdd a dash of flair but

shouldn’t clash with the

colour of your shirts

TA I L O R I N G T I P S F O R M E N

JAC K E TS Straight-cut jacket: effortlessly elevates

any outfit from casual to smart casual.

Fitted jacket: provides a sharp baseline for

power dressing, enhancing the silhouette.

For a more formal take, pair either style

of jacket with trousers in the same colour

and fabric.

T R O U S E R S Classic, straight leg: bring a masculine

edge, which can be softened with a delicate

top or blouse and heels.

Fitted: flattering and comfortable, often

in stretch fabric. For evening style, match

cropped black versions with a smoking

jacket and heels

Pencil skirt: fitted close to the body for

sophisticated impact. Usually in stretch

fabric, it should be between knee-length

and mid-calf.

A-line skirt: perfect for those who prefer

a less figure-hugging option. The most

flattering length is just above the knee, with

shorter versions suitable for off-duty wear.

S K I RTS

1 4 1 5

ST Y L E I C O N S F O R M A L W E A R

T H E

BRITISH SUIT

SAMPLE CONTENT‘The linen handkerchief was first said to have been used by Richard II in the 1300s,

and was adopted by noblemen as protection from the smell of the streets.’

BICESTER VILLAGE

2017 & 2018



TESTIMONIAL‘Bicester Village and Debrett’s have harnessed the enduring fascination with British etiquette

— traditional and modern — for a pocket-sized paperback dedicated to the nation’s style

and to dress codes for seasonal events ranging from Ladies’ Day at the Cheltenham Festival

to Wimbledon and Glastonbur y.The book is full of tips, quips from the likes of Karl Lagerfeld,

Joan Collins and Oscar Wilde, and brief histor ies of sartorial stalwarts such as the trench, the

Wellington boot, the handbag and the pinstr ipe suit.’ – WWD.com, 29th March 2017

330,000,000+Total Reach

200Countries Reached

OUTCOME

Following the success of the 2017 style guide, our

par tnership was extended to focus on wedding

style ahead of the royal wedding. We wrote four

ar ticles on wedding guest dress codes and royal

wedding traditions, which received pick-up in

national and international news and consumer

press, and our style exper t Jo Bryant took par t in a

Telegraph readers’ event at Bicester to talk about

wedding guest style and etiquette.

In 2015, Airbnb approached us to produce a digital guide to homesharing etiquette for its hosts and guests. The company was keen to assure its users that peer-to-peer accommodation can

adhere to high standards of hospitality while remaining accessible and convenient.

AIRBNB2015 & 2018

TESTIMONIAL‘This PDF guide produced by Airbnb in partnership with Debretts deser ves a place in my list based

on the sheer number of domains that picked up the piece including The Guardian, FT and Good

Housekeeping… staggering results achieved with a piece of content that is 100% practical value led.’

– Danny Ashton, Econsultant, Seven high performing examples of visual content in travel

SAMPLE CONTENT‘Agree departure times in advance and stick to them. Overstaying your welcome

is a good way of alienating your hosts.’

£550,000AVE (Adver tising Value Equivalent)

11Countries Reached

OUTCOME

INDUSTRYTravel and Technology

TOPICHomesharing




AIRBNB2015 & 2018

We revived our par tnership in 2018 ahead of an expected upsurge in visitors to the UK using Airbnb for the royal wedding of Prince Harr y and Meghan Markle. Our Royal Etiquette Guide to Hosting offered advice for Airbnb hosts in London and Windsor by drawing parallels with the wedding, advocating the ‘royal treatment’, and focusing on

international etiquette and cross-cultural interactions.



SAINSBURY’S2017

We worked with Sainsbury’s in the run-up to Christmas 2017 to produce a guide to help

par ty-goers through the festive season by exploring the etiquette of giving food and drink

items at Christmas. The guide was suppor ted by research by Sainsbury’s into the UK’s gift-giving

habits, and served to normalise and legitimise the giving of food and drink at Christmas.

INDUSTRYRetail

TOPICChristmas Gift-Giving


SAMPLE CONTENT‘Regift with caution: ensure the item is generic enough that the original giver won’t spot it

– check for engraving, monogramming or any other personalisation before passing it on.’

TESTIMONIAL‘It’s the most wonderful time of the year but it can also be a social minefield. Thankfully, the etiquette

gurus at Debrett’s have revealed their guide to sailing through the season without making any festive

faux pas. Advice includes: sending a thank you text isn’t sufficient, don’t boast about your presents on

Instagram and always bring a bottle for the host – but don’t expect to drink it yourself. Teaming up with

Sainsbur y’s , Debrett’s hopes the guide will teach the public how to be the perfect host and guest.’ –

Rachel Hosie, independent.co.uk



384,515,858Total Reach

£230,832AVE

OUTCOME

VYPE2017

To clarify some of the social rules around a very new pastime, the PR team for e-cigarette company,

Vype (a subsidiary of British American Tobacco), turned to Debrett’s to publish a guide to the

etiquette of vaping. The guide was based on a survey commissioned by Vype, which demonstrated

that 57% of vapers were still confused by where and when it was considered acceptable to vape.

17.85mAudience Reach

£328,000AVE

81Total News Volume



SAMPLE CONTENT‘When you’re a guest at someone’s home for dinner, don’t vape while food is being eaten:

aromas can conflict with the flavour of the food.’

OUTCOME

INDUSTRYLeisure

TOPICVaping

FORMATOnline and Print

TESTIMONIAL‘The vaping etiquette guide represents a great example of what can still be done to gain national

traction and attention even within advertising limits . British American Tobacco and Vype featured heavily

in the public discourse around the time of the release – in contrast to Blu, which published a ver y similar

sur vey but received comparatively little attention.’ Freddie Dawson, ECigIntelligence, March 2017

HENDRICK’S GIN2016

As par t of a campaign to increase awareness of the Hendrick’s brand through social media, its PR team approached us to launch a quirky and tongue-in-cheek ten-point guide offering advice on public transpor t etiquette. The guide was suppor ted with a film of a Debrett’s spokesperson taking on the

role of Minister of Marginally Superior Transpor t.

INDUSTRYFood and Beverage

TOPICPublic Transpor t

FORMATOnline, Print, Video

SAMPLE CONTENT‘A quick touch-up of mascara or lipstick is

acceptable, but refrain from full-on facial

transformation. Some forms of grooming

should remain firmly in the confines of

your own home.’

TESTIMONIAL‘You’d be forgiven for thinking a giant cucumber overtook you as we travel London on a mission

to bring marginally superior transport to the most bad mannered and overcrowded corners of

the British public transport routes.With the help of Debrett’s, Hendrick’s Ministr y of Marginally

Superior Transport is an establishment dedicated to solving transport problems with ingenious

ideas, quips, and the odd cocktail.’ – Sam Bovill, Hendricks’ Senior Brand Manager, July 2016

19,791,520Total Digital Impressions

2,000,000Total Print Reach

OUTCOME

2

1

3

4

5

6

7

8

1 Thoroughly Modern Motoring Manners

- Vauxhall Astra

2 Guide to Vaping Etiquette - Vype

3 Custom notebooks - Sotheby’s

4 Wedding Planner notebooks - Harrods

5 OACTU Cadet Dress Guide -

RAF Cranwell

6 Petiquette - Harrods

7 Guide to Beer Etiquette - AB Inbev

8 Guide to British Style - Bicester Village

LICENSING OPTIONS AND PRICING STRUCTUE

Prices will be quoted on an individual project basis, but a standard campaign would typically include:

2,000 words of copy

Imagery and design

Licence to host the content digitally for a period of eight weeks

Licence to print up to 1,000 copies

Social media posts across Debrett’s Twitter, Instagram and Facebook channels

PR suppor t for the duration of the campaign

For a standard campaign, without a print component, we typically work to an 8 – 10 week timeline.

OPTIONAL EXTRAS:Extension to digital licence

Extension to print licence

Printing

Translation & reformatting for additional languages

Media suppor t from Debrett’s etiquette exper ts, including press and radio days

Worldwide press and radio days for international markets

Renée KuoManaging Director

[email protected]

Adam Par tridgeMarketing Manager

adampar [email protected]

Debrett’s22 Upper Ground

SouthbankLondonSE1 9PD

www.debretts.com+44 (0)203 950 5240

PARTNER CONTENT CREATION - Debrett's · collar, non-denim trousers, a jacket or blazer, and smart...

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