It was a packed house on Tuesday (30th July) for Bristol Media’s monthly Media Tuesday where Spirit MD Caroline Harris gave a talk on the PR strategy for Gromit Unleashed – an arts trail organised by The Grand Appeal and Aardman Animations to raise funds for Bristol Children’s Hospital.
It’s a project that has been 18 months in the making and Caroline gave Bristol Media members an insight into the careful strategic planning which has gone into the campaign.
Caroline talked about the phased approach that the Spirit team has employed to ensure the trail generated as much excitement as possible ahead of the launch, and described the tactics used to create a high impact launch event. The team is now turning its attention to gaining maximum exposure for the auction in October when the Grand Appeal will be auctioning all 80 sculptures to raise funds for the hospital.
She also gave some top tips on how the team has worked with key media to deliver bespoke editorial opportunities and how they have used powerful images and social media to maximise PR opportunities. Careful timing of announcements has also been a crucial element of the campaign and Caroline gave an insight into the thinking behind this.
Finally Caroline shared some top tips and tricks of the trade to help those companies interested in carrying out their own PR.
It was the most well attended of all Media Tuesday events since the beginning of the year and there was some great feedback from the audience, that goes to show how Gromit Unleashed has really captured the imagination of the city.
You can see Caroline’s presentation HERE.