Charles Worthington

Challenge

To support Charles Worthington’s partnership with the 2012 Orange British Academy Film Awards.
The Orange British Academy Film Awards, Arrivals, Royal Opera House, London, Britain - 12 Feb 2012

Solution

  • Target media experience at the style suites on the rehearsal day
  • Profile opportunities for Charles Worthington secured across key media
  • Maximise access to celebrity guests – Emilia Fox, Jessica Brown-Findlay
  • Place ‘money can’t buy’ competitions including a chance to report live on the red carpet
  • Secure red carpet opportunities for Charles Worthington at the event
  • Develop strategic social media programme including live tweeting from the red carpet
  • Maximise Charles Worthington’s insider knowledge for post event opinion pieces
  • Issued step-by-step guides to achieving Charles Worthington’s BAFTA looks
  • Results

  • We put Charles on the sofa on Live With Gabby commenting on hair trends from the red carpet
  • Secured 29 pieces of coverage with a total circulation of 41 million
  • Total AVE was £136,250
  • "This year’s Charles Worthington BAFTA PR campaign was our most successful to date and House PR played an important role in ensuring this was the case. I am delighted with the volume and variety of coverage that was generated for the brand, especially important in our 25th anniversary year. The team worked tirelessly before, during and after the event to produce brilliant media results."
    Andrew Perera, Global PR Director