Black Tomato

Inspiring those seeking cutting-edge travel experiences around the world

Black Tomato is a boutique, pre-eminent luxury travel brand, who have been successfully advising and delighting clients on their travel needs since its launch in 2005.

Mercury were tasked with increasing Black Tomato’s standing as thought leaders in a crowded (and often unimaginative) travel sector, and also raising the profile of Co-founder, Tom Marchant, who had successfully grown, with his co-founders, a £30m disruptive business in 14 years.

Mercury oversaw Black Tomato’s UK PR while the company’s UK PR Director was on maternity leave for 11 months, and during this time Mercury secured a substantial total of 105 pieces of coverage. A multitude of face-to-face interviews were arranged with titles such as The Sunday Times, ELLE, The Telegraph, Harper’s Bazaar, Town & Country, Esquire, Forbes, Robb Report, and Boat International.

Mercury handled both long and short-lead press opportunities, hosted media events, planned trips, launched marketing campaigns, introduced new story angles, mini-campaigns, and significantly gained new PR opportunities outside of the travel press, especially in the business sector.

Our aim was to meet their marketing department’s wider objectives, which included growing Black Tomato’s UK client base, publicising 2019 and 2020 messaging and stories, and building the profile of the company and its Co-Founder. The latter was achieved through interviews such as The Sunday Times ‘How I Made It,’ and an interview slot with BBC World Television, which was secured but the Mercury team.

Mercury also targeted and implemented many partnership collaborations. One notable success was an introduction made to Euromonitor, which added clout through market research, facts and figures to bolster Black Tomato’s projected travel trends.

“We came to Mercury at a crucial time in our comms plan as we needed to urgently find maternity cover and they could not have been more impressive during this time. They have been an incredible extension of our internal comms team and have been a key part of Black Tomato’s growth in the UK during 2019/20 and helped support us through the challenges of coronavirus too. They’ve worked hand in hand (but also independently when needed) to bring many of our stories to life and helped us reach into new media territory through their unique combination of contacts. They are a talented PR and comms agency that spent time getting to know the intricacies of our brand, and team, which only paid dividends when securing coverage in a wide range of titles and mediums. Laura’s experience in broadcast was a great addition to our media strategy and the team she’s been supported by have been a delight to work with. Whilst our PR Director has now returned, we couldn’t think more highly of them and if we were in a position again to need an outside agency – they would be our first call.”

Jos Davies, Head of Global Marketing & PR at Black Tomato

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