Growing the Brand of Matthew Haywood

At The Prominence Collective, we often meet people and organisations at moments of change. A new project, a leadership transition, a breakthrough, or a sudden increase in attention. What determines whether that moment becomes something meaningful and lasting is not the size of the opportunity, but how strategically it is handled. That principle applies just as much to entrepreneurs, charity leaders and growing organisations as it does to public figures. Our work with Matthew Haywood over the past nine months is a clear example of how that process works.

Matthew Haywood

Matthew is a 23-year-old content creator from Cumbria and the winner of BBC One's Survivor UK, making him the youngest-ever winner of the franchise globally, came to us with significant momentum. He has national television recognition, a TikTok following of around 250,000 and a natural on-screen presence. Our work has focused on building on that momentum, strengthening how his story, media presence and partnerships come together to support a coherent, high-impact personal brand.

This is the same challenge faced by many organisations and individuals. Being noticed is one thing. Being understood, trusted and taken seriously is another. Our role was to define what Matthew stands for, who he is for, and how his story should be told consistently across media, partnerships and public platforms.

Since we began working together, Matthew has become a regular presence across broadcast, print and online. He now appears frequently on stations including BBC Radio Cumbria, BBC Radio Manchester and FUBAR Radio, alongside a growing portfolio of interviews, features and profile pieces across outlets including the Daily Mail, Absolutely Magazine and Cumbria and Lakeland Walker Magazine. He is also a regular across regional press, ensuring his story continues to reach new audiences month after month, rather than appearing only around major moments.

This kind of sustained visibility is not about chasing headlines. It's about building familiarity and credibility over time, in the same way a founder or charity leader builds recognition by appearing consistently in the right media and conversations.

Matthew Haywood

A particularly meaningful milestone was Matthew’s appearance as a special celebrity guest on CBBC’s Saturday Mash-Up!. For him, it was a personal highlight. From a communications perspective, it marked something else, a shift from being known for one TV show to being recognised as a broadcast-ready personality with wider appeal. That transition, from a single moment to a broader platform, is exactly what many organisations seek when they move from a launch or campaign into long-term reputation-building.

Alongside media, we have treated Matthew’s brand partnerships as a core part of his public profile. His collaborations with YHA, AO, Nikwax, MacBackpackers and Propstore have been organised and positioned to reinforce his values around adventure, travel, the outdoors and Gen Z culture. These are not just commercial deals. They are signals to audiences, journalists and future partners about who he is and what he represents. In the same way, the partnerships an organisation chooses shape how it is perceived in its sector and beyond.

Purpose has also been central to Matthew’s story. His work with Marie Curie, appearing on their podcast running the London Marathon 2026 as part of their official 'Celebrity Team', and his involvement with Andy’s Man Club, including a 12-hour live Talkathon promoting men’s mental health, have been carefully integrated into his wider narrative. He also gives regular school talks on outdoor adventure and wellbeing, work that has led to ongoing conversations at a national level about how young people can be better engaged in positive wellbeing and outdoor initiatives.

For any leader or organisation, this is the same principle, values and impact must be visible, not assumed. PR exists to ensure that meaningful work is seen, understood and taken seriously.

Matthew Haywood

Looking ahead, the momentum around Matthew continues to build. We already have new press and media interviews booked in, discussions under way about a potential regular media hosting slot, and conversations with three major brands about partnerships for 2026. What began as a single TV moment has become a structured, growing communications platform.

This is what strategic PR looks like in practice. Whether you are a public figure, an entrepreneur, a charity leader or a growing organisation, the work is the same. Defining your story, placing it in the right spaces, and building credibility that compounds over time. Matthew Haywood is one example of that approach in action, and we’re proud to be supporting him as he enters what is shaping up to be another busy year.

If you are thinking about how to build visibility, reputation and influence around your work in 2026, we would love to explore how The Prominence Collective can support you, and so please get in touch.