The international payments processor Elavon had run an in-store promotion with Bank of Ireland, with three winners – a pet store in Cork, an accessories store in Dublin and a shopping centre in Donegal – each receiving an iPad. The brief from our UK PRGN partner Spider PR was to secure coverage for the promotion – no mean feat in a sector without media outlets. Instead of a conventional approach, we put the spotlight on the local businesses (rather than the client) and got them talking about their hopes and expectations for the year. With eye-catching photography to help tell the story, we secured national media coverage with a total of eight articles representing more than 500,000 readers. It was the first time Elavon had received promotional media coverage so the client was, needless to say, delighted.