Campaigns: Food & Drink - Michel Roux puts service front-of-house

Campaign: Michel Roux's Service
Client: The Academy of Food and Wine Service
PR team: William Murray Communications
Timescale: January-February 2011
Budget: £10,000

The Academy of Food and Wine Service is a professional body promoting careers in food service. William Murray suggested to the academy an idea for a reality TV show to train young, unemployed people in front-of-house careers. The BBC turned this idea into a series called Michel Roux's Service. But due to the BBC's strict publicity policy the academy was not allowed to mention its association in the run-up to the show airing live.

Objectives

- To raise awareness of front-of-house as a viable career

- To increase traffic to the academy's website.

Strategy and plan

A microsite for the series was set up on the academy's new website and social media accounts were set up. Interviews with experts were filmed and content such as blogs, guest interviews, fact sheets and FAQs were prepared. Throughout the airing of the show the PR team used social media to drive people to the academy's website.

Measurement and evaluation

The academy's Twitter followers grew to 921 as the show was aired.

Results

There were 10,446 visits to the academy's website in four weeks, and 81 per cent of these were new.

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