When former Prime Minister Rishi Sunak and Akshata Murty visited Home Instead’s National Office, the opportunity for visibility extended far beyond the event itself.
As the UK’s largest home care provider, Home Instead was proud to be chosen to host the visit. It presented a valuable moment to showcase the organisation’s people, innovation and leadership within the care sector, while giving Mr Sunak the chance to gain first-hand insight into the realities of modern home care and the challenges shaping its future.
For TMC, the task was to ensure the visit delivered value long after the guests had left the building. From coordinating multiple stakeholders and managing sensitive communications, to planning content production and securing media coverage, our role was to transform a single visit into a strategic communications campaign.
Starting with the strategy
High-profile visits attract attention, but attention alone does not guarantee impact.
Our role began well before the event took place. Working closely with Home Instead’s leadership and marketing teams, alongside Mr Sunak’s team and several external suppliers, we developed a communications plan that mapped every stage of the project, from pre-event planning through to post-event content and media engagement.
With multiple moving parts, carefully managed timings and approvals, coordination was central to the success of the day. Every stage, from planning and production through to communications activity, was carefully managed to ensure the visit ran seamlessly while protecting the integrity of every communication.
The objective was clear. We wanted every audience to take something meaningful from the visit, whether franchise owners, Care Professionals, prospective franchisees, industry stakeholders, the media or the wider public.
By establishing clear messaging early, we ensured every piece of communication reinforced the same core themes: the value of home care, the importance of Care Professionals, innovation within the sector and the future of care delivery.
Coordinating communications across multiple audiences
A visit of this nature requires careful planning, collaboration and consistency.
Working alongside Home Instead’s internal marketing team, we developed a comprehensive communications pack to support activity across the network. Alongside this, we planned filming requirements ahead of the visit, ensuring key moments, interviews and demonstrations were captured with a clear communications purpose, creating valuable content that could be used long after the event itself.
The communications pack included:
- National and local media press releases
- Website content
- Leadership communications guidance and LinkedIn copy
- Social media posts
- Franchise network communications
- Local office social media assets
- Internal communications materials
- Video rollout strategy
- A phased content rollout plan
Each asset was tailored to its audience while maintaining a consistent narrative across every channel.
Extending the life of the story
One of the most important aspects of the project was ensuring the visit didn’t become a single-day announcement.
By planning communications and content capture from the outset, we created a structured post-visit programme that enabled Home Instead to continue sharing key messages over several weeks. This included thought leadership, video content, social media activity and website content designed to showcase different aspects of the visit, from client experiences to technology demonstrations and workforce development.
The resulting campaign continued to generate engagement well beyond the event itself, maximising the value of a single morning through strategic, multi-channel communications.
Securing industry media coverage
Alongside content development, we led media relations activity to ensure the story reached relevant industry audiences.
By developing targeted media materials and identifying the most relevant publications, we secured coverage that helped position Home Instead as a leading voice in conversations around home care, workforce development and innovation within the sector.
Coverage included:
- Home Care Insight
- Care Home Professional
- Northwich Guardian
- News From the North
- FranchiseInfo
- British Franchise Association (BFA)
- WhichFranchise
This external coverage across 200,000+ potential readers, complemented the organisation’s owned content programme and helped reinforce key messages with stakeholders beyond Home Instead’s existing audience.
The outcome
The campaign demonstrates what can be achieved when communications are treated as a strategic function rather than an afterthought.
Through careful planning, stakeholder coordination, production planning, content development and media engagement, a single high-profile visit became a multi-channel communications campaign that amplified Home Instead’s story, celebrated its people and strengthened its position within the care sector.
Most importantly, it enabled Home Instead to showcase the expertise, innovation and compassion that define the organisation, while providing Mr Sunak with a meaningful opportunity to experience first-hand the realities of modern home care.
Watch the video below for more from the visit.
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