CAMPAIGNS: Promotional Awareness Week - Tying up industry and the public

Client: Guild of British Tie Makers

Client: Guild of British Tie Makers



PR Team: Anthony Edwards Publicity



Campaign: British Tie Week



Timescale: 29 March - 4 April 1998



Budget: Not available



The British tie was officially 112 years old on 29 March this year,

which was also the first day of British Tie Week. The event was

organised and promoted by Anthony Edwards Publicity as part of its

ongoing work for the Guild of British Tie Makers.



Objectives



To promote the image and sale of British ties by focusing on British

ties and tie makers.



Tactics



Anthony Edwards Publicity has been running British Tie Week for ten

years, and each year has had a different theme. This year the theme of

’Sport a British Tie’ was chosen and sports minister Tony Banks and

England Rugby captain Lawrence Dallaglio were brought in to model ties

and give the week some heavyweight backing.



British Midland and Sheraton Hotels both approached Anthony Edwards

Publicity about being involved in British Tie Week. British Midland

decided to run an in-flight competition, with cabin crews selecting the

top tie wearer on the flight, and presenting them with a tie from the

Guild of British Tie Makers. They also handed out tie-covers with

breakfast, so that businessmen would arrive at their destinations

without egg on their ties. The in-flight magazine, Voyager ran a feature

on British ties.



Sheraton Hotels also featured the subject in its internal magazine, and

handed out ties from the guild to diners who were without ties.



Press kits were put together, including the Tie Report 1998 - a 30-page

report featuring a history of the tie, amazing tie facts, advice on

buying the right tie for the right occasion and tips on tying them.



To top this all off, the Tie Birthday Card, featuring Tony Banks on the

front, was sent to all sections of the consumer press as a reminder that

the British tie was 112 years old this year.



Results



At present, British Tie Week has been featured in some 60 articles in

regional and national newspapers, around 50 radio slots or interviews

and several television slots.



Many regional papers did substantial features on British Tie Week,

linking the feature with local retailers. You magazine, in the Mail on

Sunday, featured six of the best British ties. It appeared for two

consecutive days on Channel 4’s Big Breakfast, with the winner of the

British Midland’s best tie competition being announced. The competition

was also mentioned in the FT’s Observer column.



Regional radio, such as BBC Wales had 15 to 20 minutes devoted to the

subject of British ties, and continued to mention it throughout the

day.



Verdict



The campaign generated a good deal of coverage about ties in general,

but the British aspect was certainly not forgotten. The timing was

fortuitous, coinciding with media fascination with ’Cool Britannia’

which generated much debate about British design. Many pieces featured

interviews with local and London-based tailors or well-known retailers,

talking about the history and the future of British ties.



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