Have you ever wanted to up sticks and move across the globe? Well, we have the company for you – our client John Mason International Movers.
Nearing on two years ago now, Executive Director and co-owner of John Mason International, Simon Hood, approached our team with a clear set of goals after he recently took over the 140-year-old removals business based in the North West and London.
Simon wanted to raise the profile of his organisation, their goals and to keep the topic of relocation alive in national media. This was by no means a small task, but one the High-Rise team took to heart and in the intervening 48-months we have achieved tremendous results in raising the profile of John Mason International Movers, which has led Simon to being one of the most recognisable experts in the media for travel.
The challenge – helping to convince target audiences that moving abroad is possible
Relocating abroad is something households across the UK are increasingly considering. According to the British Council’s ‘Next Generation UK’ report 72% of UK adults aged 18-30 are actively thinking about working and living in another country in the coming years – a statistic unfathomable before COVID.
Yet, while the eagerness is there, we started working with John Mason International Movers at a time where many households found themselves the grip of the cost-of-living crisis and an economic slump in the UK. This created a disconnect between an individual’s desire to move and their ability to do, an issue that meant we had to think of new ways to make travel achievable in a period of economic turmoil.
The question then quickly became, how can we continue to liven the topic of relocation without making it feel out of reach for potential clients across the UK?
Our approach – impactful storytelling combined with national thought leadership
At High-Rise we recognised we had a unique opportunity to delve into the world of travel differently with John Mason International Movers.
Each year the team moves over 10,000 people to destinations all over the globe, helping organisations, families, and everything and everyone in between start their next chapters wherever that may be.
In collaboration with Simon’s internal team, we were able to reach out to several clients living on all seven continents, to connect them with the media and tell compelling stories about their new lives, challenges, ups and downs, and more to a UK audience.
This people-centred approach to tell a human story about a removals company remains at the centre of our mission. It made an often-intangible desire relatable to readers in their homes and workplaces, and positioned John Mason International Movers as the most reliable and customer-centred organisation to assist you along the way.
Currently we provide ongoing media and communications support as the company they themselves enter their next chapter with a brand-new bespoke HQ on the Merseyside/Lancashire border. Our work includes:
- Media relations: Developing strong links and engaging with highly-relevant journalists to secure compelling news coverage, including The Sunday Times and Daily Mail.
- Content creation: Producing press release, case studies, engaging campaigns, and other content to highlight John Mason International’s role in moving people around the globe.
- Personal branding: Through working closely with the organisation’s Executive Director, Simon Hood, we elevated his person brand and visibility by connecting his travel expertise with the media.
- Thought leadership: Within the sector Simon has been able to advocate for issues and causes he and his organisation are passionate about. Whether it be apprenticeships or collaborative working across the removals industry.
- Media monitoring and analysis: Tracking and analysing coverage to assess media impact, adjust strategies, and report on success to the client.
Results & impact – keeping the possibilities of relocation in the media
Since working with John Mason International a little over two years ago, we have secured the organisation over 1,000 items of coverage in national and regional media. The results of which have generated over 35 million views, raising the profile of the organisation on search engines, increasing AI visibility, and demonstrating the people-orientated values of John Mason International Movers.
Furthermore, it has given Simon a national platform to speak about the issues his sector faces and where he would like to see it going forward. For instance, Simon now consistently cuts through on sector conversations about expanding apprenticeship offerings, highlighting the issues at roundtables and sector events amongst peers.
Or on a national level, Simon and the team have become a barometer for the many industries that rely on international shipping lanes for their daily operations, including regular commentary in the Financial Times.
For more information about the services we provide to our other clients, please see here.