Forestry Commission appoints Freshwater to Highway Rat PR brief

Freshwater UK has been appointed by the Forestry Commission to manage a national PR campaign to promote the launch of its ‘Highway Rat Activity Trails’.

The brief was awarded following a competitive tender process run by the UK Government’s Campaign Solutions Framework. Freshwater secured inclusion on the Government Communication Service and Crown Commercial Service’s co-owned framework in 2016 – one of only 27 agencies to be selected from the 450 vying for a place on a framework worth up to £350m over the next four years.

The Highway Rat Activity Trails were launched in December 2017 to coincide with an all-star BBC One animated Christmas special of the same name, featuring the voices of David Tennant and Rob Brydon. Available at 22 Forestry Commission sites across the UK, the activity trails will bring to life much-loved characters from the famous children’s book.

“With a track record of developing creative PR campaigns that capture attention and drive footfall, Freshwater was more than ready to ‘stand and deliver’ on this exciting brief,” said John Underwood, chief executive at Freshwater.

“Freshwater’s response to our brief was clever and creative; we have been impressed with the results,” said Emily Beaumont, marketing campaigns manager, Forestry Commission.

Freshwater is responsible for leading the national PR and blogger engagement strategy around the Highway Rat Activity Trails, working in close partnership with the Forestry Commission communications team delivering social media and marketing initiatives.

Freshwater has vast experience in public relations, whether providing a full press office service or running one-off campaigns.