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PR PROPOSAL FOR CUVVA
JULY 2019

2019 | PRIVATE & CONFIDENTIAL
thisisfuture.co.uk

welcome
to future



Hi Nebula

Hi Kim,

Thanks for your brief for PR support.

We know this is a big moment as you launch Travel Cuvva, but don’t worry, you’ll
be in safe hands.

As an agency we’ve worked with some of the most well-known brands in the UK,
including Poundland, Goodyear Tyres and Work.Life.

In the finance and insurance sector, we’ve helped AXA PPP healthcare build Google
rankings from 13th (page 2) to 6th (page 1), established Fresh Insurance and
Austotsaint as one of the first ‘black box’ insurers in the market, and in the past
three months alone, secured 25 items of coverage for biometric fintech platform
Fingopay, including FS Tech, FinExtra and Fintech Insight.

Our close relationships across national and consumer press are first-class, and
we know what works. In the last six months, our clients have already appeared
on BBC News, Sky News, The Sun, Mail Online, The Times, The Daily Telegraph,
Forbes, and been talked about by LADbible, UNIlad and Capital FM.

This all means we know what makes journalists and influencers tick, and more
importantly, know what works to reach your audience. So, after a little blurb about
us, we’ve outlined our plans of how to ramp up Cuvva’s awareness.

So, grab a coffee, take a read, and enjoy.

Kind regards,

Nina

NINA SAWETZ

MD, Future

WINNER B2B Campaign of the Year
SHORTLISTED
SHORTLISTED B2B Agency of the Year

SHORTLISTED Low Budget
Campaign of the Year

Community Engagement
Campaign of the Year

WINNER Young Marketing and Media
Professional of the Year

WINNER Mission Possible Entrepreneur
Programme 2018

SHORTLISTED B2B Campaign of the Year

SHORTLISTED UK Entrepreneur of the Year

we are a different
type of pr

we won’t palm you off

Ever given an agency a project, only to never hear from the
pitch team again? At Future, we never pass projects down.

We know you buy us, not a junior team. We’ll never sign a
contract and palm off the work to someone else. Whether
you just want an experienced consultant, or whether
you need additional designers, you’ll always know who is
working on your account.

no exposed brickwork

While traditional agencies impress you with their exposed
brickwork, ivy plants and beer taps, these overheads add
a hefty mark up onto your PR fees. But what if your agency
was remote? With no extra costs added to your invoice.

With ‘home hubs’ in Manchester and London, our flexibility
means we work from anywhere and we’re always just a call
away. We’ll even pop in and work from your HQ to become a
real extension of your team.

inefficiency is
a time waster

Unnecessary meetings for meetings sake, reports which
don’t focus on the right results, time-wasting conference
calls rather than adhoc on the spot chats when you actually
need them.

At Future, efficiency is in. And it’s more cost-effective.
Efficiency gets your work done, and gets people talking
about your brand.

what launch projects &
we do events stunts

business media press
profiling relations office

copywriting annual so
strategy me

trade corporate digital
commsrelations

stakeholder film & graphics li
attention animation bui

content
creation

how we
measure

In addition to coverage and opportunity KPIs, we look deeper
into how the activity is affecting the business, tracking website
visit uplifts and how sales are correlating to activity.

ocial
edia

SEO

ink
ilding

CLIENT
EXPERIENCE

CEO
EXPERIENCE

JOANNA JENSEN, CEO Jim McCarthy, CEO Martin Forbes, CEO Keith Poole, MD
CHILDS FARM Poundland Cox Automotive Suits Me

David Kosky, CEO Paul Aitken, CEO Steve Moore, CEO Phil Jones, CEO
Work.Life Borro Flight Club CEO, Motors.co.uk

PRESS
CONTACTS

We have first class
contacts nationally.



CASE
STUDIES



case study
consumer

Co-working space, Work.Life, not only
wanted to break new ground when it
launched in Manchester, but ensure it
reflected the city’s rich entrepreneurial
scene and maintained authenticity.

To stand out among the busy co-working market, we teamed up with Sacha
Lord (Founder, The Warehouse Project, Founder, ParkLife, and Night Time
Economy Advisor to Greater Manchester), Steven Bartlett (Founder and CEO,
Social Chain), Nick Speakman (Founder, SPORF), Karina Jadhav (Founder,
Menagerie) and Anthony Logan (Founder and CEO, Noir) to create bespoke
artwork for the space and inspire the next generation of start ups.

With these top influencers backing the space, Work.Life fast became the
hottest new workspace in town. Coverage appeared in over 20 major
Manchester titles, including Business Cloud, Manchester Evening News, I Love
MCR, About Manchester and Prolific North, wIth significant website spikes
correlating to coverage. Social reach topped 1.5million, with posts from Steve
Bartlett, LADbible, One Manchester and MCR Hookup. As a result of the
campaign, Work.Life stood at 70% occupancy within two months of launch.

In a market dominated by a major global player with multi-million-pound
budgets, this sub-£10k campaign established Work.Life as a David to
WeWork’s Goliath.

WINNER

B2B Campaign of the Year

case study
consumer

Social darts bar, Flight Club, asked Future
to help them launch their first ever venue
outside London.

Opening on King Street Manchester, in October, over 39 pieces of coverage
announced the launch, including UNIlad, Cosmopolitan, Manchester Evening
News, Radio XS, About Manchester and I Love MCR, as social reach topped
1.1million.

We took 22 journalists to London for exclusive VIP trials at the London clubs,
and on the night itself, we had over 400 guests including BBC Breakfast.

The bar has quickly become an integral part of the Manchester nightlife scene,
is the busiest Club for the Flight Club brand nationwide, and is now a regular
haunt of celebrities and sports stars, from the likes of Manchester United to
SAS: Who Dares Wins.

During the Manchester campaign we increased traffic to Flight Club’s booking
areas by 53%, saw 25,000 visit the Manchester page on launch day, and
generated 487 pre-bookings in two months.

“It was a real pleasure to collaborate with Nina on bringing
Flight Club to Manchester. The launch was a massive
success and that was down to Nina who helped us take
Manchester engagement seriously.

Local businesses, influencers and journalists were
important for us to listen to and engage with. Nina was
wonderful in not only finding these amazing people but
helped nurture these relationships to create a long term
community. Always with a smile and always professional,
Nina nailed it.

Steve Moore
Founder & CEO, Flight Club
”
case study
consumer



case study
CORPORATE

In April, we were appointed by fintech
platform Fingopay to announce their
global roll out in Manchester.

Tasked to increase merchant
adoption across the city, at
present we have secured 22
pieces of coverage across
local and fintech publications,
including FS Tech, Fintech
Insight, FinExtra, Manchester
Evening News, with Mail
Online and Sky News due
during June.

mmeelslsaamm1188

case study
consumer

New dating app, JigTalk, wanted to
launch into the UK market in time
for Valentine’s Day 2019.

JigTalk’s key USP is its focus on conversation, rather than quick, thoughtless
swiping. To maximise this difference, we took inspiration from the
psychological aspects of Google and Facebook’s ‘Infinite Scroll’ technology,
and compiled research into how long Joe Public spends on dating apps like
Tinder and Bumble each week.

Coining the term, the ‘Inifinite Swipe’, we released the research findings on
Valentine’s Day, alongside the support of Clinical Psychologist, Dr Richard
Graham, who specialised in addictive behaviours.

The research was covered in over 20 publications, including The Sun, The Daily
Star, and on the MailOnline, The Daily Mirror, Capital FM, USA Times, Yahoo ,
MSN and Men’s Health.

During the length of the campa melsam18

case study
consumer

The loudmouthed pork snack
wanted attention.

So we launched Porc – a new perfume for men at Valentine’s, and in March,
filled London’s holes to give the city a ‘mass porking’.
With YouTube star Jack Jones, we reached 21m & the campaign was voted
the 2nd best global PR stunt of the month in March, behind New York’s
’Fearless Girl on Wall Street’ for International Women’s Day.

2ND

Global PR Stunt of the month

case study
consumer

Launching Le Pain Quotidien outside London

Global bakery chain, Le Pain Quotidien, hired Future in 2017 to support
on regional launches and with campaign projects. The new restaurant in
Oxford achieved coverage across key regional media including The Oxford
Mail, BBC South Today and Oxfordshire’s Jack FM.

In October 2017, Future was asked to amplify the company’s key values of
authenticity and expertise in bread making. Alongside our video team at
Naughty Step, we developed a hard hitting video which was seeded across
social channels, targeting audiences within a 20 mile radius of Le Pain
Quotidien restaurant.

The video received over 1 million views during launch week and was directly
attributed to a sales increase in stores.

PR Strategy
for Cuvva

THE
MISSION

Launch Travel Cuvva to the
millennial generation.

GOAL

Establish and cement Cuvva as the newest, easiest
travel insurance product on the market.

OBJECTIVES

EXCITE

• Generate buzz and raise awareness of Cuvva
• Stand out from competitors as the travel insurance

product of choice

EDUCATE

• Raise awareness of the benefits of Cuvva vs.

‘traditional’ products

• Raise awareness of Cuvva as a whole insurance

product (motor + travel)

ENGAGE

• Emphasise benefits of ease, simplicity and value
• Encourage app downloads and policy sales

KEY MESSAGES
• Ease of use • Convenient
• Modern • Trusted
• Simple • Secure

KEY AUDIENCe

Millennial professionals

• 24-35 year olds
• Medium disposable income
• First adopters with technology
• Heavily peer & social influenced
• Will pay more for ease and reputation
• Upwardly mobile, hard working and ambitious
• Frequent travellers (year round) and open to new

experiences

• Heavy sharers on social media

Students

• 18-24 year olds
• Low disposable income
• One-off travellers - usually summer / ski season
• Highly influential within social groups
• Make decisions based on price and peers
• Heavy sharers on social media
• can trust (financial publications & WOM)



KEY MEDIA

OPPORTUNITIES
• Easy to understand, simple to use app
• Good existing reputation for motor insurance (Google
reviews)
• Gap in market to target millennial audience with travel
insurance
• Strong coverage regarding company financials which
cements trust and brand reputation
• Timings work well for audience target
• Uncertainty around Brexit offers opportunity to drum in
importance of insurance. In a No-Deal scenario, EHICs will no
longer be valid from 1 November.

CHALLENGES
• Strong competition (for audience and media), especially
among well known insurers
• Millennial market highly targeted by ‘add on’ benefits
through banks
• Not listed in comparison / aggregator sites (high market
capture - 11million people use p.y)
• Brand name not widely known - opportunity to grow
awareness
• Target market not fully aware of need for cover.

The Market

The target market are ripe for repositioning the
benefits of travel insurance:

• 40% of millennials don’t buy travel insurance
• Millennial market least inclined to cover themselves

with travel insurance

• 31% traveling abroad at least once uninsured.
• Only 16% of market said travel insurance is important.
• 22% saying that they forgot to purchase travel

insurance.

• 38% were prepared to risk not having travel

insurance.

• 70 British tourists per week are hospitalised while on

holiday

• 10% believe that the Government would pick up their

medical bills if they were to fall ill while on holiday.

• A quarter believe an EHIC means then they do not

need travel insurance when travelling in Europe.



PR ACTIVITY
FOR CUVVA

In a saturated insurance market, and the heavy
association of insurance with comparison sites,
standing out from the crowd is key for Cuvva to grow.

The following PR strategy consists of a heavy launch
campaign for Cuvva to build brand credibility,
supported with optional media relations activity for a
further six month period to continue awareness.

The coverage gained will not only resonate with the
target audience and position Cuvva as a leading
brand in the market for millennials.

It will also increase Google ranking for news articles
promoting the benefits of Cuvva in relation to travel
insurance.





CAMPAIGN IDEAS

Campaigns should complement any existing activity to create spikes
of brand awareness. They act to position Cuvva as experts in travel
insurance market, create relevancy to the millennial audience and drive
automatic association with the brand name.

The below campaigns are sample ideas
- we would recommend only one of the
below is progressed.

CUVVA CONCIERGE

• To launch the travel product, we’ll set up Cuvva Concierge
• Partnering with Manchester Airport (heavy rate of influencers and less costly than London

airports), we’ll provide Cuvva customers with their own personal airport photographer
• From the moment they step into the airport, we’ll snap those all important

Instagrammable moments
• Providing them with spot-on photos for their feed, to impress followers and boost likes
• We’ll even set up a private jet studio for exclusive photography, giving them the rockstar

treatment - all courtesy of Cuvva
• We’ll announce the launch of Cuvva Concierge through social channels (with paid for

advertising) and to press, offering journalists and social influencers the chance to come
and experience their own Rockstar treatment
• And as well as Cuvva watermarks on the Concierge images, we’ll encourage customers to
post their own Airport Selfies, tagging #Cuvva for a chance to win an all-expenses paid
holiday for them and six friends.
• We’ll also open entry via the app (for anyone not travelling yet) to encourage downloads.
• Tapping into millennial drives and providing social content that our audience want to
share.
• (Stunt would be positioned as a test launch only - only taking place for one week with
invited customers).



LAST MINUTE CUVVA

• Launch Runway Cuvva - the first travel in-flight
travel insurance.

• Partnership with Jet2 (already known for their
quirky stunts and millennial audience)

• Opportunity to work with influencer/celeb for
inflight photo story, e.g. Anton Danyluk who
became ill on this year’s Love Island.

• To make the stunt stronger for news, we’ll
support with fresh research into how
many millennials don’t understand or get
travel insurance / what would they do in an
emergency (e.g. x% would phone mum if they
got ill on holiday).

*If in-flight/runway is not possible we can change
to Gate insurance

ONGOING MEDIA
RELATIONS ACTIVITY

Positioning you as
insurance experts

Your inhouse team don’t have time to keep on
top of the latest feature articles and journalist
requests.

We’ll constantly liaise with personal finance
sections of the broadcast, print and online
media, to ensure we’re involved in relevant
articles around insurance (across Motor
and Travel) and any financial advice articles,
positioning Cuvva as experts in money
management.

ONGOING MEDIA
RELATIONS ACTIVITY

Proactive Stories

To drive awareness of Cuvva as the only insurer for the
millennial market, we’ll react quickly and smartly to breaking
news trends that resonate with our market and audience.

We can comment and stats quickly on stories such as Brexit
impacts on EHIC, commentary on the need for travel insurance
and we’ll also use your inhouse data to release quick hit stats
to keep us front of mind, e.g the day of the year where most
people take out travel insurance.

We’ll place the stories across print, online and broadcast
national, consumer, and personal finance media.

Positioning you as money
management experts

To drive awareness of Raisin as one of the leading savings
marketplaces, we’ll react quickly and smartly to breaking
news trends that resonate with our market and audience.

We can comment and stats quickly on stories such as
changes to savings rates and financial management and we’ll
also use your inhouse data to release quick hit stats to keep
us front of mind, e.g the day of the year where most people
make saving investments

We’ll place the stories across print, online and broadcast
national, consumer, and personal finance media.

Travel smarter -
thought leadership on the market

We’ll tell the insurance story to position Cuvva as the market leader.
We’ll pitch features, articles on comment including:
• Why millennials don’t understand travel insurance
• Outsmarting the big guys - the new insurers taking on

tradition.

Targeting personal finance, business and consumer
publications.

We’ll also set up media visits with top tier journalists, allowing
Freddy to tell the Cuvva story first hand, to discuss the latest
market news and company updates to keep you front of mind.

Reputation Management

Crisis and issues management will be included in the
retainer contract, in case of any immediate need for
statement or comment with regard to business updates,
customer feedback or financials.