CAMPAIGN: Valiant females honoured in Women of the Year - Consumer

The Women of the Year Association was founded in 1955 by Lady Tony Lothian and war heroine Odette Hallows. Its mission is to bring approximately 500 women together across a range of professions to discuss and hear the views of other world-famous women on issues of importance.

Campaign: Women of the Year Lunch 2007
Client: Women of the Year Association
PR team: Good Relations
Timescale: July - October 2007
Budget: £10,000

Good Relations was asked to raise the profile of the Women of the Year Lunch in its 52nd year.

OBJECTIVES
To build profile for the Women of the Year Lunch and provide a return on investment for sponsors. To show the lunch as an event for women of all walks of life who have made significant achievements and contributions to society.

STRATEGY AND PLAN
Good Relations concentrated on the lunch's impressive guest list, highlighting the stories behind the guests attending the lunch to national women's weekly media, national newspaper supplements and regional newspapers.

A partnership with ITV's This Morning was also established to enable the programme's viewers to nominate an attendee to the lunch.

Sponsorship from Broadcasters Bulletin for a morning of radio interviews was secured with president of the Women of the Year Lunch Joan Armatrading, and chairman Eleanor Angel, giving 20 radio interviews with BBC and independent radio.

Editors and celebrity guests were invited to the lunch, where photographers were busy capturing the event.

MEASUREMENT AND EVALUATION
Good Relations secured nine national newspaper features, three consumer magazine features, 42 regional newspaper stories, 15 television pieces and 32 radio interviews/news pieces on the event. The total reach of the campaign was estimated at 57 million people.

RESULTS
The 2007 event achieved a ROI of £459 for every £1 invested. Angel said the event was 'wonderful on all fronts' and the press office worked 'amazingly'.

'It was apparent that more and more people are aware of what a great lunch this is and attention given to our sponsors (by Good Relations) has had a marked influence in their continued involvement,' she added.

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