Underfall Yard: Telling a story of recovery and regeneration
Using crisis comms and a positive PR strategy to help an iconic Bristol boatyard rise from the ashes.
The backdrop to our work
Underfall Yard is an iconic slice of local history in the heart of Bristol’s floating harbour. Constructed in the 19th century, this working boatyard is still a bustling hub of businesses involved in boatbuilding, marine engineering, metal working and traditional crafts. It also welcomes visitors from schools, local groups, and the wider Bristol community who are keen to learn more about the city’s maritime roots and industrial past.Â
In May 2023, a devastating arson attack destroyed several boats and workshops at the site.
The Underfall Yard Trust approached Distinctive to support them with communications during the crisis, as they navigated the aftermath of the fire and the criminal investigation that followed. Â
We also provided ongoing PR support as the Underfall Yard Trust worked to restore the historic yard to its former glory.
What we did
The work we delivered for the Underfall Yard Trust was twofold. Initially, we helped the Trust to coordinate a consistent and clear response for local media. This was designed to tackle misinformation about the arson attack, signpost actions that people could take to support the Yard and maintain trust through transparency. Â
We also supported the Trust with communications to keep staff, volunteers, tenants and supporters of the yard informed of the latest news and developments. Â
As the Yard looked towards the future, our approach changed to build up a positive picture of restoration and renewal. Regular media announcements about key phases in the yard’s Recovery and Reinstatement project created a strong sense of forward momentum, and stories about grassroots fundraising efforts helped to keep the local community engaged with the campaign to rebuild what was lost.Â
The enduring narrative was one of resilience, resourcefulness and local pride, as Bristolians and businesses rallied to support the team at Underfall Yard. Â
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pieces of high-quality media coverage in 2024/25
estimated online and print views
combined audience reached by coverage
Results
We were delighted to see how our input and guidance had played an important role in the Trust’s restoration efforts, helping to build support as the campaign moved into a fund-raising phase. Â
During 2024-25 we secured 34 pieces of coverage for Underfall Yard, including pieces in target titles such as the Bristol Post, Bristol Live, The Business Desk South West and BBC Bristol. Â
We also arranged in-studio and on-site interviews with BBC Radio Bristol, which has an average of 88,000 weekly listeners.Â
Beyond securing media coverage, we worked closely with the Trust to shape their social media and wider comms strategy.Â
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What the client said
“Distinctive Communications worked with Underfall Yard at a moment of crisis. Their expert support allowed us to communicate clearly and effectively in the immediate aftermath of a devastating arson attack and, from there, to build a proactive communication strategy. 
They instilled the team with confidence – beyond excellent PR support (which they delivered in abundance), they also provided a kind, compassionate and holistic approach that was genuinely healing for the team working at the yard.”Â
Sarah Murray, Director, Underfall Yard TrustÂ
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