How Peterborough became relevant during COVID19

Posted under SEO

Peterborough really doesn’t get the recognition it deserves. From humble beginnings as a Saxon village to becoming a fast-growing city with a diverse, strong economy and high-performing business sectors such as energy and environment, financial services and engineering and manufacturing, it is a force to be reckoned with.

It’s also got a pretty rich history. From being Catharine of Aragon’s burial place, home to highway men throughout the years, home to JLS, a stunning cathedral and a regeneration project underway – not to mention only being 45 minutes from London on the train.

Despite this, anyone from Peterborough knows that actually, when it comes to explaining your hometown, you’re likely to respond with ‘Cambridge’ if answering someone from within the UK. ‘London’ if they are from further afield. I’ve been there, many times.

However, all this is about to change thanks to one brand – McDonald’s. Yes, ladies and gentlemen, the fast-food chain has put Peterborough on the map since announcing the re-opening of some of its restaurants, because six of them are located in this fair city.

To find out how many people become immediately interested in Peterborough, we took to our research tools to uncover the data, and boy – were people interested.

Google Trends shows that in the last 30 days, searches for ‘Peterborough McDonalds’ has risen by 900%, and you can see from the image below that this spiked on the same day as the announcement.

While the term ‘Peterborough’ also spiked from May 20th– 21st.

Peterborough even began trending on Twitter as people took to the social platform to share either their glee, jealous rage or utter disbelief that we were about to have multiple McDonald’s restaurants open – another indication that there was a sharp spike in mentions of the city following the announcement, as Twitter’s algorithm favours immediate increases in mentions rather than sustained, steadier growth of topic.

 

We were even treated to mentions in a variety of publications including local news outlets in Peterborough and Cambridgeshire as well as Sky News, The Guardian, Metro, The Mirror and The Express; publications that those working within marketing or digital PR only dream of achieving in one hit!

So, what can we take from this? To start with, the power of a big brand. McDonald’s put Peterborough into the spotlight without even skipping a beat, without trying – without meaning to, and it still happened. This should inspire you to build a ‘brand’ around your business, raise brand awareness and engage with your audience to build loyal brand advocates.

Secondly, this presented a great opportunity for businesses in Peterborough to execute some ‘newsjacking’ – a strategy for piggybacking off breaking news stories to capitalise on their reach and popularity.

Finally, don’t discredit social media. You might’ve previously overlooked platforms such as Facebook and Twitter when it comes to your brand’s social media, thinking that it isn’t the right audience for you. I understand your way of thinking, but Twitter is a great platform for monitoring trending topics, connecting with publications, journalists and thought-leaders in your space, as well as building your brand through sharing the right content – whether it’s yours, or you are newsjacking!

To cap it off, I just want to thank McDonald’s for putting this fine city on the map! If you want to discuss any of the elements or strategies discussed in this post, or just have a love-in over Peterborough, get in touch with a member of the Media Matters team.

Amy Bull

Content marketing virtuoso, Amy, revels in taking on a campaign, crafting content and seeing that content secure top tier placements. Having written for a number of high end publications on a wide variety of subjects, Amy has particularly enjoyed working with Fintech brands. Although perhaps one of her biggest accomplishments was writing about a bizarre quantum physics theory around the ‘superposition of USBs’ - it’s safe to say no content brief is too tricky!

Joking to one side, two real career highlights for Amy were receiving a comment from Ryan Patel on one of her blogs and taking on a client in a challenging sector, to then achieve for them fantastic placements that fully exceeded expectations.

Working at Media Matters, Amy loves being able to tap into the expertise of the whole team, drawing on our knowledge and experience from every angle and area of marketing.

Always making us laugh with stories from her sassy five year old, Amy also brings tonnes of passion and creativity to the Media Matters team. Outside of work, Amy loves to be active outside and travelling.