CAMPAIGN: Hyde Park hosts auction of Bridget Jones's pants

The Royal Parks Foundation, the charity for London's eight Royal parks, was launched in 2003.

Campaign Party Belle Epoque
Client The Royal Parks Foundation/Champagne Perrier-Jouët
PR team The Royal Parks Foundation’s in-house team/Talk PR
Timescale September 2006
Budget £8,000

Its first two fundraisers were held in a small garden at Regent’s Park, but last year the charity approached co-host Champagne Perrier-Jouët and vaudeville act Medium Rare for a larger Hyde Park event.

Objectives
To launch Champagne Perrier-Jouët’s new Belle Epoque 1999 Blanc de Blancs range. To raise the profile of, and funds for, The Royal Parks Foundation, and launch Medium Rare’s first vaudeville show for a family audience.

Strategy and Plan
PR activity centred on a charity auction of a pair of knickers that had featured in the Bridget Jones: The Edge of Reason movie. The Royal Parks Foundation team approached actor Hugh Grant because scenes in the film had been shot in the London parks.Grant signed a message on the pants.

The media event included a banquet for 300 people with the theme ‘La Belle Epoque’. The knickers were bought by a trustee for an undisclosed sum.

Measurement and Evaluation
The campaign achieved 140 items of coverage, with interest from The Independent and The Guardian, the Daily and Sunday Express, and Ant and Dec’s Saturday Night Takeaway.

International coverage included the International Herald Tribune and US Cosmopolitan. Photo-led features also appeared in the society pages of Harpers Bazaar, Hello! and the Evening Standard’s Londoner’s Diary.

Results
The foundation raised £105,000, compared with £50,000 for the previous year’s event. Blanc de Blancs stock has been sold to Selfridges, the Royal Opera House and The Ritz.

Jonathan Grun, editor at The Press Association, says: ‘The auction is a nice little story and featured the words ‘Bridget Jones’, ‘pants’ and ‘Hugh Grant’. That’s a great combination.’


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