Wild Card to direct campaign for BBC Good Food Show

Wild Card PR has been appointed to handle PR for the forthcoming

BBC Good Food Show consumer exhibition at the NEC in Birmingham.

The London agency was hired by Consumer Exhibitions after a two-way

pitch and has been given a brief to create awareness of the biggest

event of its kind in the UK.

Agency director Kate Wild will oversee the account, which will be

handled on a day-to-day basis by account manager, Nishita Chanrai, who

will report to Good Food Show director Laura Biggs.

The agency will work on specific profile-building initiatives with the

in-house PR team for the week-long show, which is headed by Jo


'We will be building a media campaign to ensure as much coverage as

possible for the event,' said Wild.

The PR strategy includes Wild Card working closely with the Show's

marketing team.

'Our aim is to attract new visitors to the show through various

initiatives between now and the 28 November opening-day. We will be

working with many of the exhibitors and celebrity chefs such as Jamie

Oliver and Gary Rhodes,' added Wild.

The annual event attracts over 100,000 visitors, making it comparable in

size with the Motor Show and Ideal Home Exhibition.

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