Public Relations Campaign

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

Why do it?Fundraising initiative – new appeal

Public engagement

Community project

Promote Bristol as tourist destination

Raise profile of charity and current appeal

Spirit Public Relations

Long-standing relationship with Appeal

PR strategy and implementation

Over 12 months planning

Part of tight-knit team

Complex wider team

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

Public Relations Strategy

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

Click icon to add picture

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

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

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

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

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

Click icon to add picture

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

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

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

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

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

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

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

Click icon to add picture

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!

Click icon to add picture

@SpiritPRTeam

E: info@spiritpublicrelations.co.uk

T: 0117 944 1415

W: www.spiritpublicrelations.co.uk

Click icon to add picture

Contact Us

Contact The Grand Appeal

@thegrandappeal

@GromitUnleashed

E: info@grandappeal.org.uk

T: 0117 9273888

W: www.grandappeal.org.uk

Click icon to add picture