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Public Relations Campaign
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Project Overview
80 individually-decorated giant Gromits
Sculpture trail in Bristol/West Country
October auction
Joint initiative - Grand Appeal and Aardman
Multiple partners – Wild in Art, sponsors, artists, tourism organisations
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Why do it?Fundraising initiative – new appeal
Public engagement
Community project
Promote Bristol as tourist destination
Raise profile of charity and current appeal
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Spirit Public Relations
Long-standing relationship with Appeal
PR strategy and implementation
Over 12 months planning
Part of tight-knit team
Complex wider team
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Communications Objectives
Raise awareness amongst target audiences – local, national, international
Build excitement and support around concept
Help drive fundraising from project
Position Grand Appeal as charity of choice in region
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Public Relations Strategy
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Phased approach
1. Support drive for sponsors and artists
2. Build excitement and anticipation before trail
3. High profile launch and momentum through trail/exhibition
4. Build interest in auction amongst potential bidders
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Media landscape
Hard-pressed editorial teams
Rise of online media
24-hour news agenda
Timing is key – ‘soft’ story
National challenge – ‘another sculpture trail’ – focus on Gromit and artists
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Tricks of the trade
Topical – link to news agenda
Celebrity – VIPs can give story an edge
Surveys/stats – relevant to audience
Case studies – bring story to life
Pictures/footage – can make a story
Experience interviewees – can tip the balance
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Media StrategyHigh profile launches to set expectations
Strong focus on visual appeal
Limited opportunities with Nick Park
Bespoke editorial opportunities with key media
Different angles to harness range of media
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Media StrategyExclusives/media partnerships
News/picture agencies to expand reach
Drip feed stories to build anticipation
Vary the volume – keep them keen
Make it easy – press releases/kit
Issues management to mitigate risks
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Project LaunchStrong picture to convey scope and tone – arts project
Nick Park ‘ownership’ of character and project
Tied to business launch to demonstrate sponsorship support
National BBC; Guardian; Radio 5 Live; blanket regional; business features
Sculptures increased from 60 to 80 to meet sponsor demand
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Build-up campaignPeg to news agenda – Christmas, Oscars, W&G tourism drive
High profile artists to drive national/international coverage – Harry Hill, Zayn
Tailor to different media interest – street art/animation artists
Go quiet before launch – avoid overkill
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Trail LaunchCreative idea – world of Wallace & Gromit
Challenge of Glasto/packed news agenda
Audience to convey genuine excitement
Promotes Bristol icons – docks, cranes, Suspension Bridge
Meet needs of broadcast & print
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Issues ManagementQ&A to anticipate tricky questions
Two Gromits damaged before trail
All over social media/press
Ask the public for help – own the project
Issued tight statement
Celebrated their return
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Results to date500 pieces of coverage
International press – across world plus in-flight mags
National print/online – Guardian, Independent, Metro, Mail on Sunday, MailOnline, Telegraph online, BBC News, Yahoo, MSN
National broadcast – BBC National; Sky; ITN, BBC Breakfast, Newsround
The Post front page – 14 plus all 80 mastheads
Regional - print – 106; online 232; broadcast 44
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What happens nextConvey success of trail
Drive fundraising message
Help support sponsors
Adapt messages to focus on high value art
Spread net wider to draw in bidders
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Top tips – is your story newsworthy?
Timing – currency, new
Significance – who does it affect
Proximity – relevance to the audience
Novel/unexpected – man bites dog
Human interest
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Top Tips for writing press releases
1. Find the angle for your story
2. Grab their attention – headline & subject box are key
3. First paragraph should tell the story
4. Concise objective copy – less is more
5. Quotations for subjective views
6. Avoid technical jargon – ‘man down the pub’ rule
7. Remember contact details
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Top Tips: working with the media
Plan your strategy from the outset
Clear and consistent messaging
Work with the media to meet their needs
Do your homework before pitching
Pick your time – are they on deadline?
Keep your promises
Help them out!
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@SpiritPRTeam
T: 0117 944 1415
W: www.spiritpublicrelations.co.uk
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Contact Us
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Contact The Grand Appeal
@thegrandappeal
@GromitUnleashed
T: 0117 9273888
W: www.grandappeal.org.uk
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