CAMPAIGNS: Brand Awareness - Elitist dating agency takes first PR foray

Client: Gorgeous Networks

PR Team: LA Communications

Campaign: Increasing brand awareness

Timescale: November 2000 - ongoing

Budget: £5,000



Gorgeous Networks is a dating agency that describes itself as

unashamedly elitist. It allows only those with looks, charisma and

ambition onto its books.



The agency is owned by LA Communications boss Lorraine Adams.



Objectives



To build brand awareness and grow membership base.



Strategy and Plan



LA Communications' two-strong account team targeted 'sophisticated'

national magazines and newspapers with the message that Gorgeous is a

dating agency with a difference, offering applicants VIP treatment,

gifts and opportunities to meet and date the nation's most gorgeous

singletons.



It did not want to build awareness through advertising, specifically

classified ads, as it thought this would reinforce the stigma of dating

agencies. Instead, PR would help reduce the stigma of dating agencies

and generate a 'cool' image.



Instead of using press releases/photocalls, LA Comms phoned journalists

asking 'Are you feeling gorgeous?', and invited them to events.



Measurement and Evaluation



The tongue-in-cheek concept proved popular with journalists from the

women's glossies to broadsheets such as The Times and The Guardian.

Marie Claire ran a six-page spread.



Gorgeous Networks has also proved a successful lifestyle piece on

programmes such as Channel 4's Cutting Edge and The Big Breakfast.



A 30-minute feature also appeared on Danish TV.



Results



The company is receiving not only more membership enquiries, but also

calls from journalists seeking leads on dating trends.



The company has become something of an authority on dating.



Gorgeous Networks has 300 speed-dating members, 500 online -

www.gg-t.com - and 100 gay members. It now has a waiting list and has

expansion plans, including over-40s and international dating.



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