The UK Polite Cities index was designed with share-ability in mind. We wanted to create a story that resonated with people on an emotional level. We believed that tapping into how people feel about the regions they identify with, and how they perceive other regions, would achieve this, while also sparking conversation and debate.

Using a blend of short-term and long-term digital PR tactics, the team began building coverage and links centred around language, culture, and the politeness levels of Brits across the UK.

The short-term tactics included reactive pitching featuring results from the research, targeting pitches at specific UK cities and regions with the statistics that mattered to their location and beat.

This helped to generate the UK market links needed to support Preply’s aims and objectives.

Our reactive pitching helped to secure relevant links that were highly likely to be read by our target demographic. Our longer-term strategy focused on the culture and the politeness levels of Brits across the nation – creating a topical campaign that got people talking.

The campaign also encouraged journalists to interview people in their local area to ask residents if they agreed with the findings of the research. This resulted in links from high-authority domains and niche publications, while opening Preply up to new audiences and helping to generate brand fame.