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
Click on the logos to see the article.
Selected Press Coverage
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
Click on the logos to see the article.
Selected Press Coverage
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
FORMATOnline (8 weeks)
Click on the logos to see the article.
Selected Press Coverage
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.
Click on the logos to see the article.
Selected Press Coverage
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
FORMATOnline (8 weeks)
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
Click on the logos to see the article.
Selected Press Coverage
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
Click on the logos to see the article.
Selected Press Coverage
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
Adam Par tridgeMarketing Manager
adampar [email protected]
Debrett’s22 Upper Ground
SouthbankLondonSE1 9PD
www.debretts.com+44 (0)203 950 5240
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