Launching the first ever vlogger bursary

Pier PR & Marketing devised and launched the first-ever vlogger bursary, to give one aspiring vlogger everything they need to travel the world, and kick-start a career on YouTube.

The Campaign

Pier launched The City Kitchen’s biggest ever competition for ambitious YouTubers to win an £8,000 travel fund, a vlogging kit and mentorship from one of YouTube’s rising stars, Jason Billam. To win this incredible prize, vloggers were challenged to produce a short, engaging vlog with a food and travel theme.

What we did

To spread awareness for the competition, bright and bold suitcase-shaped stickers went on hundreds of thousands of The City Kitchen meals across Tesco stores, and thanks to the originality of the campaign, and some hard-working media relations, the launch generated considerable media interest from the likes of Metro, Lonely Planet and Cosmopolitan.

Social media also played a vital role when promoting the campaign. Pier was able to target a niche audience, whilst also attracting interest from those new to the brand thanks to highly-targeted social media advertising.


  • Combined media reach of 54 million.
  • 7,000+ people engaged on The City Kitchen’s social media channels.
  • Facebook engagement increased by 96%
  • Jason Billam’s two special vlogs for The City Kitchen racked up over 23,000 views

Say Hello!

Tel: 01394 276923 Pier Marketing, Unit 10 Summit Business Park, Langer Road, Felixstowe, 1P11 2JB  @Pier_PR Pier Marketing

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