PRWeek Awards 2011: Consumer Marketing Communications (annual fees £100k+)

Shopping channel QVC broadcasts to more than 23 million homes in the UK. But even though more than a quarter of householders shop with the channel, brand perception has been mostly negative, with potential customers saying they were turned off by QVC's 'buy high, sell low' strategy. Although it has undergone an image overhaul in the past five years and more high-end brands are stocked, public perception has remained the same. Mischief PR was brought in to attract new customers and overhaul the channel's image.