PR Campaigns

PR planning and execution

When The Bluebeards Revenge launched in the summer of 2010, we needed a PR campaign that would generate the brand some mainstream coverage and create a brand asset we could utilise for future PR and marketing purposes. With the help of Mark Southern, from PolygonPR, we got our thinking caps on and devised a competition to find Britain’s ‘manliest man’. We carried out a survey to find what famous people’s features were judged most manly before securing an exclusive coverage agreement with the Daily Express newspaper.

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'Bradiel Buthney' is born - Press clipping from Daily Express

Bradiel Buthney

The composite masculine man was a combination of George Clooney’s hair, Scottish actor Gerard Butler’s eyes, Hollywood star Brad Pitt’s nose, British actor Jason Statham’s mouth and James Bond-actor Daniel Craig’s body. I dubbed this man ‘Bradiel Buthney’.

The campaign was a massive success, as not only did the nationwide manhunt make a full page 3 spread in the Express, it also graced the pages of the Bedfordshire on Sunday, Leicester Mercury, Derby Telegraph, The Bolton News and Bath Chronicle the TV screens of BBC and ITV and the radio waves of the BBC.

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Sacha Harding is crowned 'Britain's manliest man' - Press clipping from Daily Express

Professional rugby player Sacha Harding won the competition after a public vote. Sacha has since appeared in The Sun Online, Daily Mirror Online, Daily Express, Loaded, Gay Times, 3am magazine, Attitude, BBC Online, Just Weddings, E-Life, Pure Beauty, Bedfordshire on Sunday, QX Magazine, Rugby Times, Western Morning News and ITV East Anglia.

The whole ‘manliest man’ project cost only £1k to plan and execute.

Creating a story around the brand

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Scotland named manliest nation - Press clipping from The Metro

This has since been followed up with a number of high quality survey led PR campaigns, including revealing the world’s manliest nations and cars.

An email survey I carried out in October 2011 found Scotland to be the world’s manliest nation. A press release was carefully put together and sent out on a news wire to Scottish focussed media. The story was a massive hit north of the border, with coverage in The Daily Record, Scottish Sun, The Metro, Scotland on Sunday and the Scottish Daily Mail. The story was also picked up online with people posting on forums, sharing it on Twitter and Facebook and spreading the word through email.

The manliest car story was equally as successful, especially online with a number of leading motoring websites publishing the news that the Ford Mustang had been voted the word’s most macho vehicle. The likes of Motor Trend, Automobile.com, Automotive.com, AutoEvolution.com, Honest John and AutoCar.co.uk all ran the story. And the news quickly spread to all the leading motoring and car forums, where people debated and even argued about the top 10.