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.

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