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ID On Safari with Aspers

This August, the ID PR team headed to Port Lympne Wild Animal Park with Aspers Casinos on a VIP and media visit.

As part of the agency’s PR activity for the UK’s largest casino outside of London, The Casino MK, and award-winning casino Aspers Northampton, Interdirect organised an exciting visit to the ’s wildlife park to see exactly how Aspers’ fundraising is helping to protect some of our planet’s most endangered species.




The Aspinall Foundation


The foundation was established by the late John Aspinall, father of Damian Aspinall who set up Aspers Casinos, and exists to prevent the extinction of rare and endangered animals. Since 2001, Aspers Casinos has supported animal conservation charity by raising an impressive £280,000 over its fourteen years of operation.Guests were able to take in the beautiful surroundings of the Port Lympne mansion house and gardens, and get close to the animals on a VIP safari and once-in-a-lifetime gorilla feed.


The Aspinall Foundation manages animal protection projects in Congo, Gabon, Java and Madagascar and is dedicated to safeguarding more than one million acres of habitat.

The Foundation is committed to returning all animals it protects back to the wild and were the first conservation project to reintroduce gorillas back into the wild. Since The Foundation was established in 1984, 18 gorillas have been returned to their natural habitat, and a number of successful breeding programmes have been established, not only for gorillas, but black rhinos, African elephants and clouded leopards too.


A passion for conservation


With a family passion for conservation, Damian Aspinall has always maintained zoos should be about animals not people, and this message is clear throughout Port Lympne. Between Port Lympne and the Foundation’s other wild animal park Howletts, 1,000 animals and 90 different species are given an environment that’s as close to their natural habitats as possible to enrich their rehabilitation.

One upcoming highlight of Aspers’ fundraising efforts includes a team of three from Aspers Northampton will aim to raise an incredible £5,000 by climbing Mount Everest in the Autumn of 2015.

What’s more, in celebration of their first birthday, The Casino MK is raising money for by giving people the chance to take part in a giant zip wire roulette game with all proceeds going towards The Foundation.

Geo-targeting: Who, What, Where Why, When?





Geo-targeting is the clever method used by search engines and marketing companies, to tailor advertising and content, based on an individual’s geographical location. The geographical location of a person can be collected through various means online; IP address, tracking cookies, PPC campaigns, data entry and auto-fill. Offline, advertisers and marketers have the advantage of working within the local area and can therefore market their product or brand within a location they are familiar with. Using localised terms or phrases, images that people from certain areas will respond to as well as clever placement of billboards and posters, companies maximise their reach within the particular area they wish to target.




Geo targeting is a powerful business tool, benefiting smaller and medium sized businesses when it comes to increasing their audience, using a variety of marketing tactics on and offline. By allowing companies to target individual’s via their geographical location through PPC campaigns, social media platforms and more recently mobile marketing, companies can tailor their campaigns far more specifically, efficiently building their brand.




Well, everywhere- that’s the point! Geo-targeting ensures no stone unturned when it comes to spreading your brand, targeting everyone who browses the internet, passes a billboard or watches TV within a certain postcode. A recent example of a company benefiting from the excellent marketing data collected, via geo-targeting, is the luxury lifestyle shopping site Net-a-porter. The luxury online shopping website conducted a real-time digital campaign, over three weeks, which displayed all purchases being made, all around the world. The campaign, streamed on a large screen in London’s Canary Wharf, was extremely innovative and gathered a great wealth of qualitative data, based on where people made purchases. Using the data collected, Net-a-porter can, for example, push sales of wellies in the south-west, based on the higher number of outdoor clothing purchases made in the south west of England. They can use similar data for leather boots in France, the list goes on! The opportunity for tailoring their adverts is now endless because they took the time to measure and identify the shopping patterns of people, based on their exact location.




So why exactly does geo-targeting benefit companies? To specifically connect with people, based on their regional location, personalises your products or brand to that individual, and ultimately secure a sale or guarantee a sign-up. By tailoring your advertising to the location of that individual you are appealing to what they know, increasing the impact of your message and having more of an impact within a relevant area of the market, instead of trying to have a less-personal impact in a broader market.




Now! The time has never been better for smaller businesses to take full advantage of this great marketing tool, as the use of online marketing takes over its former offline partner. With the use of localisation within SEO and online marketing strategies, social media users giving away their location as well as analytical data being so readily available, it would be mad not to take advantage of geo-targeting.

Although geo-targeting is not a new marketing strategy for businesses, it has come a long way in terms of supplying more specific data and targeting more online users as well as offline. It has become increasingly important for businesses to pay attention to their audiences, as the potential to reach people with your brand becomes even easier.

Do you incorporate geo-targeting into your marketing strategy? Has it always been at the forefront of your marketing plan, or is it something you are addressing now? Does localised advertising make a difference to your business? Tweet us @Interdirect with your views.

10 Reasons Why Clients are Asking for Responsive Websites

As technology becomes more advanced and user accessibility branches out further than the humble desktop computer, businesses have had to react, making sure their websites are compatible with more than one device. With mobile and tablet browsing fast becoming the most popular way to access websites and even make purchases, it has become vital for businesses to invest in their websites to perform across multiple platforms.

The concept of responsive web design is simple; building a website that will automatically respond according to the device it is viewed on. It actively reacts, depending on the size of the device it is being accessed and ensuring users do not miss out on any information displayed on the website. ‘Responsive site’ has fast become a buzzword for many companies as they recognise the need to keep up with the fast-paced world of technology, and its users. So why are so many clients demanding responsive sites from their web design company?


  1.  So many devices, so little time - Clients are actively asking web design companies for responsive sites as they notice more visitors are using a broad range of devices to access their website. They need a site that can respond on a smartphone or laptop in roughly the same time; this is where responsive sites step in.
  2. Not industry specific - Responsive sites are not restricted by industry, and therefore can suit all companies and business websites, from garden centres to museum sites and everything in between!
  3.  Convenience - Gone are the days people could only access the internet from their desktop or laptops, as the demand for convenient browsing has taken over. This means people want to be able to access any website from their immediate location, using a number of different devices.
  4.  Social media compatibility – Many modern trends online are dictated by social media and users want to share websites and images on their social media platforms, immediately. Responsive sites, such as Buzzfeed, include social sharing on every image and video content, allowing users to instantly connect their profiles with their activity online.
  5.  Modern Marketing Strategy - With modern marketing having a heavy online focus, companies are keen to have a strategy that reflects this which will usually involve their website in order to keep ahead of competition. A working and responsive website is a key tool in any modern marketing strategy.
  6.  Google Analytics says so - Many companies will ask for a responsive website simply because their Analytics account has indicated more users are browsing their site on mobile or tablet devices. Being reactive to the statistics from previous users is a great way to base your decision on whether your website needs to be responsive in the first place.
  7. Flexible design process- Responsive websites can be more flexible in terms of design with images and social buttons as well as call to actions taking precedent on any page. This is due to responsive sites allowing content to be refined and more precise, appearing less complicated for the user.
  8. Visual content- For clients with an image-heavy website or multiple product pages, a responsive site displays less imagery, focusing on image at a time, hiding big images and any added side panels that usually appear on the website. By specifically targeting users with less images, responsive sites are convenient for raising conversions as they make purchasing online far more simple.
  9.  Mobile may be too small - There is a difference between a mobile site and a responsive site, which clients often overlook. Mobile sites are brilliant for websites with many product pages, such as ecommerce, as their product pages can be scaled right down to a single image. A responsive site is perfect for informational websites which don’t need to be scaled down to mobile size.
  10. Because competitors have them - The ultimate drive to update a website mainly comes from fair competition. Clients will either want to stay ahead of competition in their industry and therefore be seen as the first in their field to have a responsive website, or they may already be aware other competitors have jumped on the responsive bandwagon and in order to keep up, they need to do the same.

Ultimately, the content of any website needs to be clearly displayed, whatever device it is viewed on. Content should not be lost or become cluttered when a website is viewed on a different device and responsive sites are ensuring nothing is lost through browsing on smaller devices. Whatever the reason may be to drive clients to request responsive sites, the demand is out there and agencies, much like us, are dealing with more and more requests from clients of all sizes, asking about responsive websites.

Have you noticed an increase in clients asking for specific websites to be developed? Are you interested to find out more about responsive websites? Why not tweet us and share your story @Interdirect or email

ID Boat Trip 2014

On a sunny summer's day in July, it was time again for the ID team to take to the murky waters of the Grand Union Canal for the infamous ID Boat Trip!

Held this year on 4th July, the theme for fancy dress paid homage to our American friends celebrating Independence Day with cowboys, Indians, Mexican immigrants and Abraham Lincoln all aboard for the trip.

To see all the photos from the trip, head to the Interdirect Facebook page to see plenty of enthusiastic lock opening, tree climbing and beer drinking!

Thanks to everyone for a great trip, here's to next time!

The Power of PR

When running a business, the reputation of your company and its employees is without a doubt your key priority. To gain a good reputation you need to demonstrate credibility in everything you do and good public relations can help to showcase this.

PR can be used in a variety of situations, including expanding into new territories, retaining customers, changing public perception, staying at the top of your market and crisis management.

One of the major impacts of effective PR is the relationships that PR professionals have with editors and journalists, which in turn results in the company achieving editorial coverage in local, national, trade and broadcast media. Media coverage achieved through PR is more credible than advertising and is likely to achieve better results, however when used in conjunction PR and advertising can work together to achieve maximum impact, successfully getting your key messages across to your target audience.

PR can be less expensive than other forms of paid communications; whilst you are paying for the services of a PR specialist, what you achieve in the way of media coverage and the impact of public perception is worth much more. PR also has the benefit of being responsive to news and flexible in message content. A skilled PR professional can turn around media releases in reaction to news or crisis situations within hours.

The irony of public relations is that it often gets a bad rep when being considered as a service within a company’s marketing mix – perhaps because there are so many different types of PR, and the role itself is made up of lots of different facets, or in most cases companies just feel more comfortable with ‘tangible’ marketing activities.

Our PR account manager Anne Walsh considers some of the top PR myths and provides a few home truths about the science behind powerful PR.

  • Myth: PR is easy, and can be done by anyone.
  • Truth: You wouldn’t get someone without experience in sales to sell your home, so why would you trust someone with no industry knowledge to generate a rewarding PR strategy for your business? Expertise and experience matter.
  • Myth: PR agencies “make stuff up”.
  • Truth: Making false claims doesn’t benefit anyone, so no good PR agency will tell lies. It’s about finding the best possible angles to showcase your products and services.
  • Myth: To get good PR, you need a big agency.
  • Truth: The saying ‘don’t judge a book by its cover’ applies here. A big agency with impressive offices and A-list clients may be impressive, but a smaller agency guarantees you a closer relationship, enabling it to get under the skin of your business.
  • Myth: PR is about who you know, not what you know.
  • Truth: Yes it’s important to build relationships, but without valuable content these relationships are worthless. If your story isn’t newsworthy, the journalist isn’t going to run it just because they like you.
  • Myth: Online PR is an excuse to jump on the social media bandwagon.
  • Truth: Digital media has given PR professionals a new platform that’s 24 hours a day, 7 days a week, to directly engage with customers and drive marketing campaigns like never before. Social media isn’t going anywhere and cannot be ignored, but it’s also about careful management, monitoring and support.
  • Myth: PR will generate instant sales.
  • Truth: PR is a long term commitment, not a short term solution and it does take time. The key is steady success through a well planned and thought out PR strategy, which is unique to the client and gets results.

    To find out more about Interdirect’s PR services, call 0845 121 5566 or email

Dazzling Trees

Interdirect is delighted to announce an exciting new partnership with Solus Lighting to design and develop an innovative new website for the Banbury based company.

The project will see Interdirect create new website using the agency’s content management system SiteMachine with e-commerce functionality thanks to the MallMachine plug-in. The new website will raise awareness of Solus’ incredible product range and help them to grow their business.

Paul Kitchen, business development director at Interdirect, sheds a little light on this exciting company.

Solus Lighting, makers of dazzling LED illuminated trees, has just appointed Interdirect to develop its new website….and we’re chuffed!

Solus really do deliver a truly world-class product. Their trees are the "Bentley" of the illuminated trees sector -you really can’t buy better. They’re equally at home indoors as they would be outdoors, and they are as real as, well, a tree!

When you do jump on their new website later on this year to buy one (although you can buy now from their existing site: ) you will be able to choose from a range of heights from Bonsai, to a tree climbing over 4.2m thanks to their range of different and very handsome tree types too.

Pictured above is a stunning 1.8m Maple with red autumn leaf and white white LEDs.

As for value, once delivered your shining-Solus-tree would afford you instant neighbour envy, as it would fast become the star of the show at your twilight garden party by creating that enchanted woodland atmosphere inside your Spiegeltent, or wedding marquee perhaps.

These creations are beautifully crafted and are incredibly life-like and hardy, so do indeed represent lasting value long after the price tag has been forgotten (prices from around £250 for Bonsai to around £3,500 for larger trees).

I imagine having lots of them in neat rows, lining both sides of my long and winding gravel driveway, calmly radiating charming pools of twinkling light to guide me and my “titled” visitor-chums safely home to my cosy 60 bedroom Georgian Mansion… note to self: must buy mansion, befriend MP.

These trees put a smile on your face, completely capture your imagination, and fall in to that fabulous luxury goods space of “I didn’t know I needed one, but I can’t live without it now”. Brilliant!

"If I was a bird, I would happily make my nest in a Solus-tree." - Paul Kitchen, 2014.