Launch PR
Give Up Clothes For Good exhibition by world famous photographer Jason Bell
In celebration of the 10th anniversary of the Give Up Clothes for Good campaign, TK Maxx and Cancer Research UK are hosting an exclusive exhibition of works by world famous photographer Jason Bell. I arrived at the Pall Mall Galleria and was proud to see my PR campaign from 2014s Give Up Clothes for Good campaign on display.
Give Up Clothes For Good encourages donating your old clothes to raise money for children’s cancers.
http://www.express.co.uk/news/showbiz/512015/Jerry-Hall-shows-off-her-youthful-looks-at-Cancer-Research-and-TK-Maxx-charity-launch
Launched in 2004, Give Up Clothes For Good is a biannual campaign based on encouraging people to clear out their wardrobes and donate quality unwanted clothes and household items to raise money for the treatment and cure of childhood cancers. The donated items are collected from TK Maxx stores and later sold across the network of CRUK stores.
I needed to come up with a witty and motivating call to action that encouraged the whole nation to take part in the biggest clothes collection ever. We took the double meaning of ‘Give Up Clothes For Good’ to suggest we all go naked for a good cause. A simple proposition that would guarantee stand out across all media. In order to engage the public and ensure extensive coverage, we set about contacting a host of celebrities to pose for some very tasteful and modest, naked themed shots, playing on the campaign strapline ‘Bare as you Dare’. Celebrities including Jade Jagger, Bruno Tonioli, Liz McLarnon, Sol Campbell, Lucy Benjamin, Julia Bradbury, James Anderson, Christopher Biggins, Kate Walsh all ‘dared to bare’ For the cameras in aid of raising valuable funds for charity and encourage the public to
strip their wardrobes bare too.
Whilst I was confident that images of naked celebrities shot by renowned celebrity photographer Jason Bell would provide us with a compelling news pictures, we also felt that the campaign project merited a pre awareness launch and a series of regional launches around the country that would serve to maximize awareness.
During the pre awareness stage TK Maxx, HomeSense and Cancer Research UK teamed up with online auction site eBay for a celebrity clothing auction. I set about contacting celebrities – Sharon Osbourne, Duffy, David Walliams, Jade Jagger, Tyra Banks, Nicky Hilton, Rupert Grint, Leighton Meester and the Duchess of York are just some of the celebrities who pledged an item. The team got busy selling in to fashion bloggers, showbiz desks and celebrity titles.
A week before the media launch day on April 6th the celebrity images were seeded with Press Association and Heat magazine offered the magazine exclusive. Over the Easter bank holiday weekend, the national picture desks and showbiz desks were spoken to in order to ensure the messaging and campaign credits were correct. National and regional sites were targeted, as well as relevant fashion blogs, entertainment and lifestyle outlets. encourage bag drops.
Local celebrities across six key regions with high regional media density also helped drive awareness. Regional photo-calls took place on launch day with local talent wearing a large Give Up Clothes For Good bag including Paul Potts in Cardiff, TV presenter Amanda Hamilton in Edinburgh, Ex Gladiator in Leeds, BBC Midlands presenter Suzanne Virdee in Birmingham and Orlaith McCallister in Belfast, as well as a photocall in Southampton. The team got busy selling in the pictures to regional targets. Inorder to target the fashion press, we worked with Jade Jagger who carried out interviews for Stylist and Stella. In addition we secured interviews with Bruno Tonilio in OK Magazine, Kate Walsh in Closer.
To keep the momentum going throughout the three week campaign and to encourage bag donations we scheduled regional activity during this time, including ‘naked’ radio drops using two naturists from Living’s ‘Four Weddings’ Fame in the final week.
TK Maxx, HomeSense and CRUK have smashed the 2008 till point donations revealing £258,097.65 worth of donations.
On Monday 5th April, the pictures and press release were issued under embargo to all national and regional newspapers and all major online outlets, supported by an aggressive call round.
The following morning I had secured newspaper coverage within The Sun, Daily Mirror, Metro, Daily Record, Daily Star, Daily Mail, The Times, Daily Telegraph.
The story was also successful in reaching newspaper websites including The Sun Online, Daily Mirror Online, Metro Online, Daily Mail Online, and The Daily Telegraph Online, as well as a fully credited.
Other key outlets secured include BBC Entertainment News, Sky News, Yahoo! and MSN, all crediting TK Maxx, HomeSense and Cancer Research UK. Online coverage continued to mount throughout the day, with stories appearing on online outlets.
The campaign became part of the ‘naked’ zeitgeist and discussions on Radio 4’s Woman’s Hour and articles in the Evening Standard ‘Naked London’ affiliated TK Maxx and CR-UK with the story. As well as TV presenter Kate Walsh talking about the campaign on Live At Studio Five and Liz McClarnon on The Wright Stuff.
Total coverage
149 clips
£582,888 AVE
100,090,554 Circulation
House of The Rising Sun Restaurant Review in this month’s Shropshire Magazine
Connor PR specialist in launch and event PR has secured a fantastic review in this month’s Shropshire Magazine for client House of the Rising Sun, in Shrewsbury, Shropshire
and Australia’s strong ties with Japan also help determine the taste and style.
Connor PR working with Sport Relief and Elise Christie
SPORTS PERSONALITIES BAKE UP SOME FUN FOR SPORT RELIEF
Ten of Britain’s favourite sport stars have joined teams and swapped their boxing gloves for oven gloves in a fun-packed photo shoot for Sport Relief 2014.
For those wanting to ‘sport’ a new look in the kitchen, British pottery maker, Emma Bridgewater, has created two limited edition aprons for Sport Relief. One of the designs will be presented each night to the winner of ‘The Great Sport Relief Bake Off’ and both designs are available to buy exclusively from Sport Relief official partners – brands-for-less homeware retailer, HomeSense, and TK Maxx stores, TKmaxx.com and sportrelief.com for £12.99 with at least £6.50 going to Sport Relief.
Those championing the campaign are (pictured left to right): Olympic gymnast, Louis Smith MBE; World Champion boxer, Amir Khan; Team GB Olympic Judo athlete, Ashley McKenzie; Paralympic table tennis player, Will Bayley; Sky Sports News presenter, Kirsty Gallacher; Dan Whiston from TV’s Dancing on Ice; Olympic short track speed skater, Elise Christie; Boxer, Natasha Jonas; Wasps and England rugby player, James Haskell and Channel 4 racing presenter, Emma Spencer.
Since 2002, Sport Relief has raised over £195million. As one of the UK’s biggest fundraising events, Sport Relief brings the entire nation together to get active, raise cash and change lives. The money raised from apron sales will be used to help transform the lives of some of the poorest and most disadvantaged people – both on your doorstep in the UK and around the world. So join in the fun and games and be sure to grab a limited edition Emma Bridgewater apron before they’re all scone!
Sky Sports News Presenter, Kirsty Gallacher said: “By purchasing these great Sport Relief aprons you’ll be doing your bit to help raise millions of pounds to help people who need it most – both on your doorstep in the UK and around the world. I urge everyone to join in the fun and games this Sport Relief. Let’s raise as much money as we possibly can for this great cause.”
Amir Khan added: “Please shop till you drop and purchase these fabulous Sport Relief Aprons from HomeSense & TK Maxx stores. I hope the Emma Bridgewater aprons will carry the Sport Relief message into thousands of homes and help transform the lives of some of the poorest and most disadvantaged people. Together let’s make this the best Sport Relief year ever.”
Louis Smith said: “I’m urging everyone to get down to HomeSense and TK Maxx stores to purchase one of Emma Bridgewater’s Sport Relief aprons. The campaign has received overwhelming support from well-known sports personalities across the country and is perfectly placed to get the nation joining in the fun and games. I am extremely proud to be involved and hope with your help Sport Relief 2014 receives the support it deserves”.
Don’t miss out on your very own limited edition Emma Bridgewater apron and help raise money for Sport Relief 2014, from HomeSense, TK Maxx stores, TKMaxx.com and sportrelief.com
Connor PR and Sport Relief, Connor PR expert in charity PR, Connor PR working with Elise Christie, Connor PR working with Louis Smith
Connor PR launches restaurant House of the Rising Sun in Shrewsbury
‘EAST MEETS WEST’ COMES TO SHREWSBURY
WITH THE OFFICIAL LAUNCH OF:
HOUSE OF THE RISING SUN RESTAURANT
ON BUTCHER ROW
Connor PR launches House of the Rising Sun restaurant in Butcher Row, Shrewsbury.
More than 200 people gathered on Tuesday night to celebrate the official launch of a new restaurant, House of the Rising Sun, on Butcher Row. Headed up by entrepreneur Sam Taylor, owner of The Libertine Cocktail Bar and Tea Room, working alongside head chef, Adrian Badland.
The Mayor of Shrewsbury, John Tandy. Celebrity TV chef, Marcus Bean, and Shrewsbury’s business community were among the guests who joined Sam and the patrons of the restaurant on Tuesday evening.
Guests were treated to champagne cocktails and a selection of delicious Pacific Rim canapés as they enjoyed the fusion of global dining in a sumptuous and luxurious atmosphere.
Sam Taylor said “I was overwhelmed by the turn out tonight. I have been focussed on delivering that big city experience in a local town setting, and the feedback from tonight’s event seems to indicate that ambition. Our young team never cease to amaze me with their enthusiasm, attention to detail, and understanding of the importance of top class customer service, so that nobody leaves without having a great dining experience”.
Head chef Adrian Badland added “I’m delighted with the feedback from the fusion dishes my team and I have created over the last four months. We have challenged traditional thinking and worked extremely hard to produce some wonderful taste experiences for our customers. I was particularly delighted to welcome John Tandy the Mayor into the kitchen tonight, who shared his enthusiasm for cooking high quality food with us all!”
Shropshire-born Adrian has worked at numerous award winning restaurants in the West Midlands, and has brought his 20 years’ experience to bear in indulging his passion for creating contemporary dishes distinguished by their unexpected contrasts of flavours and textures.
Media enquiries
Please contact Siobhan at Connor PR Siobhan@connorpr.com
Tel 07966 177025
Photos from the event are available on request
www.hotrs.co.uk
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