Campaign: A case of character building
Significantly raise awareness of the company among retailers and consumers to support a bid to win the European license to manufacture Disney branded products.
Expert media relations
Exposures through press coverage in trade media
Exposures through press coverage in consumer media
Exposures through press coverage in regional and national media
We developed a multi-pronged media relations campaign targeting licensed trade, retails, national and regional business media, and women’s and children’s consumer media in order to maximize impact.
Licensed and retail trade media – We compiled a calendar of trade shows and organised media briefings and interviews between the company’s directors and key industry titles. The briefings were supported with a unique press pack and newsletter profiling business news, best practice, financial performance and key personnel at Character World.
National and regional business media – We placed an emphasis on communicating the company’s success in winning licensing agreements with globally recognsied brands including The Simpsons, Barbie and Power Rangers.
Women’s and children’s consumer media – A competition calendar was created including consumer competitions in Pick Me Up, Girl Talk, Chat, Amy, Barbie Magazine and Woman. A consumer press pack was developed and sent with product samples to key journalists, which generated positive product reviews in a range of women’s titles.
Partnerships – To effectively target children and families, a partnership was formed with leading tour operator Airtours. Character World branding featured prominently in 15 Airtours kids’ clubs around the world including Spain, Cyprus, Portugal and Ibiza.
Licensed and retail trade media –
1.7 million exposures to Character World through online and print press coverage.
National and regional business media –
12.9 million exposures to Character World through online and print press coverage.
Women’s and children’s consumer media –
17.7 million exposures to Character World through online and print press coverage.
Character World features regularly in North-West media and is frequently profiled in the national press as a successful UK business.
As a direct result of the campaign, the company won the licence to manufacture Disney products – an incredible achievement.