Diary: Branson crash failed to deflate balloon PR

Exhibition PR company Olden and Co is not the sort of firm to let a multi-million pound crash - which gobbled acres of newsprint - get in the way of a good stunt.

Exhibition PR company Olden and Co is not the sort of firm to let a

multi-million pound crash - which gobbled acres of newsprint - get in

the way of a good stunt.



In December, the agency announced it would be presenting a free trip in

a Virgin hot air balloon to one of the visitors to its stand at ShowExpo

’97 - which kicked off, as it happened, on the very day that Richard

Branson’s balloon came down.



The purpose of the promotion, says chief executive Caroline Ogden, was

to ’give entrants and their company’s profile the chance to take

off’.



In the light of events, lesser folk may have refrained from sending out

a fresh press release to announce the winner, only days after Branson

came down to earth.



’We had to go ahead with it,’ Ogden explains, ’because we had already

promoted it as an incentive. We wanted to show that PR was not just hot

air.’



Just so.



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