Voluntary sector: Celeb charity show puts trust in fashion

Earlier this year the Rainbow Trust, which supports children with life-threatening or terminal illnesses and their families, decided to mark its 25th anniversary by staging its first celebrity fashion event. Its retained agency Pier Marketing was asked to maximize publicity for the event.

Voluntary sector: Celeb charity show puts trust in fashion
Voluntary sector: Celeb charity show puts trust in fashion

Campaign Trust in Fashion
Client Rainbow Trust Children's Charity
PR team Pier
Timescale June 2011
Budget £10,000

OBJECTIVES

  • To raise awareness of the Trust in Fashion event
  • To build lasting relationships with the national media and fashion industry.

STRATEGY AND PLAN
The focus of PR activity was on the celebrity aspect of the event, which was hosted by Sadie Frost and featured guests including the model Jourdan Dunn. National and celebrity-focused media were invited to the event and competitions to attend were promoted. When actress and model Brigitte Nielsen called about attending the event, Pier enlisted her to promote the charity.

MEASUREMENT AND EVALUATION
The campaign achieved 78 pieces of coverage, including in the Daily Mail, London Evening Standard and Daily Express. Nielsen was interviewed on ITV's The Lorraine Show.

RESULTS
All the tables for the launch evening sold out. The charity and Pier are now in talks with fashion industry representatives including model agency Storm and Marie Claire to stage future activity. The Trust in Fashion web pages attracted 6,500 visitors around the event.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.