Mace supports three beehives on top of White City development

06 February 2017

Mace has joined forces with the London Bee Company to install three bee colonies on the roof of the BBC's former home, White City. Besides introducing bees into the region, the project also offers school children the opportunity to see a bee hive close up.

Concerns globally about the health of bees has mounted in recent years, as colony collapse numbers continue to increase. Bees remain a key part of the global food net, and biodiversity more generally, pollinating key crops and plants across the globe.

Efforts globally continue to be focused on improving the lot of bees and other pollinators, from research into key causes for their collapsing numbers, to increasing the availability of diverse sources of food supplies – flowers.

Mace supports three beehives on top of White City development

Some areas, particularly those with a considerable built environment, pose their own risks for bees – from public fear to a lack of suitable locations for hives. Mace recently announced, as part of its wider corporate social responsibility activities, that it is providing sanctuary to three beehives on top of White City, the former home of the BBC – which has now become a 130,000-square metre mixed-use redevelopment.

The programme, which involves collaboration with the London Bee Company* (LBC), will also work with local primary schools to show children the character of honey bees and their keeping. Honey won from the bees, who will have plentiful food from across the region, will can be bought through the LBC website.

Mace’s Employment and Community Engagement Manager at Television Centre, Fiona Henderson, says, “We wanted to bring the bee boxes to Television Centre in order to support local, small businesses and also increase our sustainability measures. It’s great to have them here and we are looking forward to getting the neighbouring primary school involved, showing them what we are doing on site both in terms of construction and this sustainability initiative.”

The London Bee company remarks, “Being able to have three boxes on the roof Television Centre is amazing. London sites are great for our bees, as they can travel up to three miles and the amount of different plants they collect nectar from keeps them happy, healthy and ultimately produces the best honey! Many thanks to Mace and Television Centre.”

* The London Bee Company aims to promote healthy and sustainable bee hives to halt their decline across the UK.



Red Consultancy helps Hendrick's to launch new gin

09 April 2019

Red Consultancy has been signed up by Hendrick’s to help launch the famous distiller’s new limited edition gin. The consultancy collaborated with Hendrick’s to install floral phone boxes across UK cities, which presented entrants with free samples to the Midsummer Solstice drink.

Britain’s gin industry is now worth well over £1.2 billion – having more than doubled in size since 2011. With little sign of the industry’s boom going bust any time soon, demand for the trendy spirit has led to a boom in the number of businesses centring on either distilling or selling the spirit, with a growing number of ‘gin palaces’ doing both.

As UK distillery Hendrick’s Gin looks to prepare for another busy Summer, the company has launched its first ever limited-edition gin – Midsummer Solstice – with flower obliterations up and down the country. In order to help promote the new product to a wide audience, Hendrick’s enlisted the help of Red Consultancy, which began working to launch Midsummer Solstice following a competitive tender process earlier in 2019.Red Consultancy helps Hendrick's to launch new ginRed Consultancy’s efforts eventually led to a number of experiential, floral phone box portals being unveiled across London, Brighton, Manchester, Edinburgh and Liverpool to mark the launch of the campaign. Curious consumers who entered the floral phone boxes were gifted with a first taste of the new gin – either with a ‘Stem for a Serve’ redeemable at a local bar or in the tasting room of the London’s Soho Square launch.

Commenting on the campaign, James Taylor, Senior Brand Manager at Hendrick’s Gin commented, “The floral transformation of the once forgotten phone box are the perfect space to create a sensorial portal to our unusual brand world and transport curious minds back to simpler, less-connected times before social media and mobile technology transformed the way we communicate. A space where you can stop, literally smell the roses, and consider your true meaningful connections – the perfect way for us to celebrate the launch of Hendrick’s Midsummer Solstice with a disruptive activation.”

The gin itself is already available at Waitrose, and will become available throughout the summer. Its public relations launch will be further supported by paid social media and in-store activity throughout that time, before its limited run comes to an end.

Red Consultancy is a professional services firm which offers advisory services to clients looking for PR, digital and content expertise via its 140 staff in its Soho offices. The firm develops and manages campaigns, runs major press offices, and steers brands and businesses through engagement with media, consumers, customers, stakeholders and internal audiences both domestically and internationally.

Recently, the firm was involved in a campaign with smartphone maker Huawei, helping it promote its AI-driven completion of Schubert’s famous Unfinished Symphony.