PR REPRESENTATION FOR THE BRITISH PREMIUM COMPANY NEWBY TEAS
PR REPRESENTATION FOR THE BRITISH PREMIUM COMPANY NEWBY TEAS
British company Newby Teas is a global leader in the premium tea segment. Its portfolio boasts over 150 blends, crafted from tea leaves that are hand‑plucked during the optimal harvest season at the world's most renowned plantations.
Each blend is certified for safe fluoride levels by Eurofins, an independent international laboratory. To lock in freshness, the tea is sealed in multi‑layer aluminium foil and stored at Newby's own facility in India. Thanks to Newby's innovative approach and its rigorous multi‑tier international quality control system, every cup delivers an authentic, fresh taste with a distinctive flavour and aroma. Newby's flagship boutiques can be found in Gstaad, Switzerland, and Dubai.
BRIEF
The collaboration between SEA Company and Newby Teas began in the spring of 2016 with the PR support of the opening of the world's first Newby Teas boutique at the Afimall shopping centre in Moscow. The grand opening took place on 15 April 2016 and became a significant event for both the brand and the Russian premium tea market. The event was attended by media representatives, business figures, and high‑profile socialites, and the boutique was personally opened by the company's founder, Nirmal Sethia.
Following the successful implementation of the ad-hoc PR campaign, in July 2016 it was decided that the brand needed a regular presence in the information space to promote not only the boutique but the brand in general. Key priorities included strengthening Newby Teas' recognition among high‑income B2C audiences, representatives of the HoReCa segment, corporate clients, and opinion leaders, as well as ensuring the brand's regular visibility in federal and industry‑specific media.
Following the successful implementation of the ad-hoc PR campaign, in July 2016 it was decided that the brand needed a regular presence in the information space to promote not only the boutique but the brand in general. Key priorities included strengthening Newby Teas' recognition among high‑income B2C audiences, representatives of the HoReCa segment, corporate clients, and opinion leaders, as well as ensuring the brand's regular visibility in federal and industry‑specific media.
SOLUTION
To achieve the set objectives, it was decided to launch the "PR Representative in Russia and CIS" package. Under this package, the SEA Company team developed a comprehensive PR strategy focused on the brand's long-term presence in the media space.
The strategy was built around creating regular news hooks, promoting the brand's expertise in tea culture, gastronomy, and premium lifestyle, as well as establishing sustainable communications with federal, business, gastronomic, travel, and lifestyle media outlets.
Special attention was paid to increasing brand awareness among representatives of the hotel and restaurant industry, as well as promoting Newby Teas through cultural, gastronomic, and high‑profile social projects.
The strategy was built around creating regular news hooks, promoting the brand's expertise in tea culture, gastronomy, and premium lifestyle, as well as establishing sustainable communications with federal, business, gastronomic, travel, and lifestyle media outlets.
Special attention was paid to increasing brand awareness among representatives of the hotel and restaurant industry, as well as promoting Newby Teas through cultural, gastronomic, and high‑profile social projects.
REALISATION
As part of the PR support, SEA Company specialists ensure a full cycle of the brand's PR communications on the Russian market on a monthly basis.
The scope of work includes:
During the partnership, the brand took part in major cultural, gastronomic, and business projects and strengthened its position as one of the most recognized international tea brands in the premium segment of the Russian market.
At the end of 2019, after three years of productive collaboration, the partnership was temporarily suspended due to the pandemic and changes in the brand's marketing priorities.
The scope of work includes:
- creating news and expert information hooks;
- drafting press releases, comments, and by-lined articles;
- engaging with federal, business, travel, gastronomic, and lifestyle media;
- arranging interviews and expert publications;
- integrating the brand into industry and high-profile social events;
- promoting products within the HoReCa segment;
- media monitoring and analysis of publication activity.
During the partnership, the brand took part in major cultural, gastronomic, and business projects and strengthened its position as one of the most recognized international tea brands in the premium segment of the Russian market.
At the end of 2019, after three years of productive collaboration, the partnership was temporarily suspended due to the pandemic and changes in the brand's marketing priorities.
RESULTS
FOR JANUARY–MAY 2026
1
A total of 34 editorial publications about the brand were issued in federal, regional, and industry-specific media, comprising 1 feature article, 22 news items, and 11 overviews. The AVE value amounted to 102 700 euros.
2
A large-scale PR campaign for International Tea Day was organized, featuring the personalized distribution of premium gifts to leading journalists of glossy, business, industry-specific, and in-flight magazines, aimed at resuming all communications after a five-year break.
3
The brand's MediaIndex for January–May 2026 increased by 214% compared to the same period of the previous year, while the number of mentions grew by 772.73%
FOR MAY–DECEMBER 2025
1
A total of 53 editorial publications about the brand were issued in federal, regional, and industry-specific media, comprising 4 feature articles, 27 news items, and 22 overviews. The AVE value amounted to 133 790 euros.
2
The brand became a partner of the Roscongress Golf Cup, held as part of the official sports programme of the St. Petersburg International Economic Forum.
3
A large-scale PR campaign for International Tea Day was organized, featuring the personalized distribution of premium gifts to leading journalists of glossy, business, industry-specific, and in-flight magazines, aimed at resuming all communications after a five-year break.
4
The brand's MediaIndex in 2025 increased by 166.8% compared to 2024, while the number of mentions grew by 465.2%.
FOR JANUARY–DECEMBER 2019
1
A total of 61 editorial publications about the brand were issued in federal, regional, and industry-specific media, comprising 20 feature articles, 26 news items, and 15 overviews. The AVE value amounted to 38 000 euros.
2
The brand became a partner of:
- the annual National Geographic Traveler Awards 2019;
- the anniversary event "Hilton 100 Years of Hospitality";
- the opening of Russia's first Curio Collection by Hilton hotel – Chekhoff Hotel Moscow;
- a business event of the Country Hotels Association;
- a business event of the Russian Managers Association;
- the opening of Moscow's first design space by the German factory Rotpunkt Küchen.
FOR JANUARY–DECEMBER 2018
1
A total of 65 editorial publications about the brand were issued in federal, regional, and industry-specific media, comprising 17 feature articles, 24 news items, and 28 overviews. The AVE value amounted to 48 500 euros.
2
The brand became a partner of:
- the Fabergé exhibition held under the auspices of the Governor of the Moscow Region;
- the HR conference of the Association of European Businesses (AEB) in Moscow;
- the Euro-reception of the Belgian Embassy in Moscow;
- the Rolls-Royce presentation;
- the Alfa-Bank beauty breakfast and forum;
- dolce Vita. Fine Art Cocktail.
3
Cross-marketing collaborations were organized with:
- Fish of Dreams premium restaurant;
- VIP branch of Alfa-Bank Mercury.
FOR JANUARY–DECEMBER 2017
1
A total of 55 editorial publications about the brand were issued in federal, regional, and industry-specific media, comprising 14 feature articles, 28 news items, and 13 overviews. The AVE value amounted to 35 100 euros.
2
The brand became a partner of:
- the presentation of new Mini Cooper vehicles;
- a private event of Otkritie Bank in Sochi;
- the opening of the Frey Wille boutique in Moscow;
- the "Opera at the Palace" concert series featuring soloists of the Bolshoi Theatre;
- the Land Rover vehicle presentation.
3
A cross-marketing collaboration was organized – integration into the Alfa-Bonus loyalty program.
FOR JULY–DECEMBER 2016
1
A total of 34 editorial publications about the brand were issued in federal, regional, and industry-specific media, comprising 5 feature articles, 17 news items, and 12 overviews. The AVE value amounted to 24 990 euros.
2
The brand became a partner of:
- the opening of opera evenings by Bolshoi Theatre soloists at Petrovsky Travel Palace;
- Echo of Moscow's anniversary celebration event.
3
A tea ceremony was organized at the brand's boutique for representatives of foreign and regional media as part of a press tour organized by the Moscow Government.
4
A cross-marketing collaboration was organized with the private jet charter system Charterscanner.
PROJECT IN PRESS
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✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
Business center Convent Plus
Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
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