PRWeek UK Awards 2015: PR Event of the Year

Premier took home the coveted award for PR Event of the Year after creating the 'Paddington Trail' for StudioCanal.

The film studio needed to reintroduce Paddington Bear to family audiences while tapping into the heritage of the much-loved children’s character ahead of his film debut.

Premier created unprecedented film activation with The Paddington Trail, a series of 50 statues placed in key locations in London throughout November and December 2014. The campaign incorporated 50 brand sponsors, A-list celebrity ambassadors, partnerships with the NSPCC and a full digital strategy to deliver maximum engagement with the public. The result was StudioCanal’s most successful film release and the trail raised nearly £1m for the NSPCC.

A very integrated campaign – NSPCC money and ROI

Jackie Brock-Doyle, CSM

Highly Commended

Deluxe Limited Edition Restaurant; Gabrielle Shaw for Lidl


The Airbnb Floating House; Hope&Glory for Airbnb

Bushmills Live; Smarts Communicate for Bushmills Irish Whiskey

The ‘Real’ Apple Store; Tin Man for Borough Market


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