By the time you read this the votes will all be cast and the
results well-known: the second series of Channel 4's Big Brother will
have claimed its first victim.
As regular viewers of the show will know, the programme-makers have
attempted to enliven the format this time around with the 'voting in' of
one new housemate even before any reject is booted out.
As voter interest grew last week in the three prospective entrants to
the house, the winning candidate's PR firm is claiming a major victory
in the battle for air supremacy.
Midnight in London, the PR firm behind gay and lesbian housing
association organiser Josh Rafter, scored a coup with its viral
marketing campaign to secure him a coveted berth in the house.
'Channel 4 are doing their own stuff,' says Midnight MD Lindsay Edmunds,
a close personal friend of fitness fanatic Josh. Her agency has
masterminded the campaign in favour of Josh (entitled 'Josh and Pecs',
cheesily enough) along with web promotions firm Webziggy - where Josh's
real life housemate Lisa Thomas works.
Media relations, posters, flyers, T-shirts and an online campaign
including sending e-cards in support of the Soho candidate, have proved
a roaring success.
The site - www.joshandpecs. com - managed to get 16,000 hits in three
days at the end of last week, before the vote which left Kent-based
model Natasha and grandma Anne, Josh's two rivals, looking pretty
The real test, though, will come tomorrow (Saturday) when Josh enters
the house in place of either chirpy schoolteacher Penny or dancer Helen.
PR campaigns can only get you so far.