matt bennett - PR

The brief
An online press release was needed as part of a campaign to search-engine-optimise (SEO) William Hill's US election betting microsite.

The execution
SEO for its own sake was not enough in this case. Brand protection and the concerns of the offline public relations team had to be considered. The press release was therefore written to the same quality, if not better, as a release from the usual PR team, with a news angle worthy of an offline press release.

I also had to write and get sign-off on a quote from a senior William Hill figure.

The outcome
The press release was viewed more than 2,500 times and the competition received more than 100 entries. The US election betting microsite benefited from improved search rankings, in part thanks to the high-quality links generated by the press release.