CAMPAIGNS: Weekly Web Watch - On a win and a prayer for number one

Organisation: Cliff Richard Organisation

Organisation: Cliff Richard Organisation



Issue: The Millennium Prayer number one record campaign



At: www.cliffrichard.org





A mere 12 months ago, PR Week reported on Mark Borkowski PR’s campaign

to transform perennial pop-favourite Sir Cliff Richard into a hip,

contemporary star.



Now it seems conceivable that the singer may have yet another Christmas

number one with his song Millennium Prayer, released by Papillon

Records.



Like previous offerings from Sir Cliff, Millennium Prayer was

blacklisted from radio playlists, but the team at Mark Borkowski PR has

done an admirable job in ensuring that the great British public know of

the record - even without being able to hear it.



Now Sir Cliff has joined the cyber-age with the launch of his new,

official web site.



But prior to the web site launch, he was already using the internet.



Papillon Records founder Mike Andrews has attributed a certain amount of

Millennium Prayer’s success to its net strategy, although he was quoted

in the Daily Telegraph saying: ’I can’t say too much about that as it

might assist the competition.’



But Mark Borkowski does shed some light on the dual-strategy internet

campaign. One side was a continuation of the traditional media campaign,

carried out by the team at Mark Borkowski, focusing on internet news

links.



The other side was particularly innovative. Papillon Records used the

internet to target on-line fan groups, of which there are many. The idea

was to ’activate’ the fans individually, e-mailing them with news about

the single’s release which they could spread, in turn, to fellow fans,

creating a strategic record buying movement.



Yahoo’s search engine reveals one site (www.starnet.

com.au/sheppard/2cliff.html) on which Millennium Prayer is featured.

With its links to fans across the world, it’s not hard to see how the

record company could have used fan groups for the campaign.



Cliff’s own web site has now also joined the fray, featuring news and

events including information on his ’Countdown to the Millennium’

concert series which begins in Birmingham on 17 December.



It is a beautifully designed site, with biographical information and a

message from the man himself. Millennium Prayer is mentioned

extensively, highlighting the fact that profits go to Children in Need

and pointing out that it its lyrics would make it a suitably weighty

number one single for this time of year.



It’s inconceivable that, with God and PR on his side, Sir Cliff could

actually fail. But should Millennium Prayer be knocked off the number

one spot before Christmas, Borkowski confides that there are further PR

plans to support the record to make it the first number one of the new

millennium.



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