Guides track down Bell Pottinger for a membership drive

In a bid to bring its image into the 21st century, the Guide Association has appointed PR agency Bell Pottinger to run a national PR campaign after a four-way pitch (PR Week, 15 January).

In a bid to bring its image into the 21st century, the Guide

Association has appointed PR agency Bell Pottinger to run a national PR

campaign after a four-way pitch (PR Week, 15 January).



Pitching against Grayling Public Relations, Ketchum and Foster

Communications, Bell Pottinger snapped up the six-figure fee contract

last week.



Susan Kay-Williams, head of marketing and external relations at the

Guide Association, said the campaign would target a wide range of

consumer audiences.



’We will focus on a lot of different target segments ... not just

parents, but five-, eight- and 12-year-old girls as well,’ she said. ’We

felt Bell Pottinger was the best agency to fulfil our hybrid needs.’



The 700,000-strong association is the largest female youth organisation

in the UK. But falling membership and an internal reorganisation last

year prompted the decision to appoint an external agency.



’We have a very small PR team (of three) in-house, so we needed some

outside input,’ said Kay-Williams.



Bell Pottinger consultant David McDough will head the campaign.



The association is aiming to recruit members from five- to

seven-year-old Rainbow Guides, through to Rangers aged 14 years and

above as well as adult helpers.



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