NEW CLIENT: Smoking Gun is leading an engagement campaign for Blue Light Card, the leading discount service for the emergency services, NHS, teaching community, social care sector and armed forces.

The brief will see the Guns lead a media relations charge to transform awareness into action among Blue Light Card’s 5.7 million UK members, who have access to discounts from over 15,000 partner brands both online and on the high street. 

The campaign will drive everyday use, greater visibility and meaningful member connections through both B2B PR and B2C PR. 

Blue Light Card’s Chief Marketing Officer Neil Caldicott said, “Smoking Gun’s strategic framework to achieve business impact, alongside its astute knowledge of the turbulent media landscape and what it takes to cut through, convinced us they were our partner. The team demonstrated the ability and ambition to land meaningful coverage beyond a traditional approach to keep the brand continually top of mind for maximum impact.”

Rick Guttridge, founder and CEO of Smoking Gun, said, “Blue Light Card’s challenge is just as much about memorability as it is visibility. We will focus on emotional storytelling, making members the heroes and creating a sense of shared pride, while championing the absolute ease and simplicity of the service.”

Smoking Gun’s pioneering ‘6i’ process is a proven, replicable strategic model to achieving the most effective results from an earned media first approach. This approach has seen the agency globally recognised with nine AMEC Awards for effectiveness.

Ready to sharpen your communications strategy to grow brand visibility, likeability and memorability? Find out more here.