SSK UK External Communications Strategy

 

SSP Group plc is a British multinational company, headquartered in London, which operates branded catering and retail units at over 125 airports and 270 train stations around the world.

 

Up until 2014, the UK part of the company hadn’t felt the need to promote its brands as “destinational” locations – with passing trade considered enough to maintain a healthy status. However, as the market evolved, and new food retail groups entered the market segment, SSP UK identified the need to make its brands more recognizable, loved and preferred by customers. The challenge was to implement a complete external communications strategy that included digital (with the creation of websites for some brands and an e-mail marketing plan), social media and PR. I successfully headed this exciting project!