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If it's Nick proof, it's 'toughness guaranteed'

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The power of the right brand ambassador

Client

Squire

Timescale

since 2018

If it's Nick proof, it's 'toughness guaranteed'
If it's Nick proof, it's 'toughness guaranteed'

The story began in The Pyrenees, July 2017. That's when I (Juliet) met Nick Sanders MBE, the legendary extreme motorcycling adventurer. The fastest man to circumnavigate the globe by motorcycle, he's ridden around the world seven times in two world records, and biked the length of the Americas eight times. He's held Guinness World Records for cycling around the world, and after 20 years he still holds the Record for cycling around the coast of Britain in 22 days.

We met on one of Nick's motorcycling adventure holidays. Did I say holiday? 1000 miles in three days, riding pillion, just to get there. Followed by 100-mile ride outs with the intrepid Nick across mountains, coastal roads and stunning scenery. It was a holiday I'll never forget.

That chance meeting with Nick was where the idea of teaming up with Squire, the British name in lock making, was born. Timing was perfect. Squire was looking to launch its incredibly tough range of motorcycle security, and it required a stand out campaign to put Squire's new Motolok brand on the map.

We discussed how the partnership could work around the camp fire, and how Nick was the perfect fit with Squire's 'toughness guaranteed' spirit. World record breaking Nick, the Indiana Jones of extreme adventure motorcycling. And Squire, the 240-year old British security brand that stands for resilience, performance and quality. It felt right. If it's Nick proof, it was tough enough for any situation.   That's why Nick is now the global brand ambassador for Squire’s premium ranges of motorcycle and bicycle security products.

Nick said: "I've a feeling this will become one of my best collaborations on some of my most ambitious new journeys with the potential for some fantastic results for Squire punching well above our weight. There's never an ending to these kinds of unusual happenings, just a new start. I love it."

One of the coolest things about working with betterpr and being an ambassador for Squire is that they were brave and focused enough to back something we all think is rare and original, and then trust me to get on with it. 

Nick Sanders MBE

What people say about us

Essentia has had a long and fruitful business relationship with betterpr for more than 20 years. The partnership has been excellent and I would not hesitate to recommend betterpr’s services

Tom Cooke, regional director UK & Ireland, Essentia Protein Solutions

Essentia has had a long and fruitful business relationship with betterpr for more than 20 years. The partnership has been excellent and I would not hesitate to recommend betterpr’s services

Tom Cooke, regional director UK & Ireland, Essentia Protein Solutions

All members of the Board and Business Board have been fully appreciative of your constant knowledge, wise advice and deft expertise, collective and individually.

Peter Pawsey, former executive chair, Worcestershire LEP

One of the coolest things about working with betterpr and being an ambassador for Squire is that they were brave and focused enough to back something we all think is rare and original, and then trust me to get on with it. 

Nick Sanders MBE

You (Juliet) have been one of the key founding members off the Worcestershire LEP during its formative phase and have singularly taking responsibility for the communications brief and established our communication strategy on a sound footing.  

Peter Pawsey, former executive chair, Worcestershire LEP

At very short notice, betterpr managed to achieve outstanding coverage for the partnership across the region. 

Sarah Fasey, regional development manager, Microsoft UK

Despite your own considerable business commitments, you have constantly worked over and above your LEP remit to make sure the LEP has a professional and polished reputation.

Peter Pawsey, former executive chair, Worcestershire LEP

The steady dialogue helps us to be visible, proactive and undoubtedly generates projects throughout the year. 

Tom Cooke, regional director UK & Ireland, Essentia Protein Solutions

The publicity has not only prompted huge support for our proposals, it has also helped demonstrate our successful partnership working arrangement. betterpr has brought inspired creativity to our photo shoots and events. We know we can rely on them, even given the shortest notice.

Sarah Middleton, chief executive, Black Country Consortium

A team of dedicated professionals that go the extra mile to deliver a quality service.

Judges’ comments, Chartered Institute of Public Relations (CIPR)

betterpr’s systematic approach has had a tremendous impact on establishing Squire’s products in the marketplace and re-establishing our brand name

John Squire, CEO, Squire