Client: Gorgeous Networks
PR Team: LA Communications
Campaign: Increasing brand awareness
Timescale: November 2000 - ongoing
Budget: £5,000
Gorgeous Networks is a dating agency that describes itself as
unashamedly elitist. It allows only those with looks, charisma and
ambition onto its books.
The agency is owned by LA Communications boss Lorraine Adams.
Objectives
To build brand awareness and grow membership base.
Strategy and Plan
LA Communications' two-strong account team targeted 'sophisticated'
national magazines and newspapers with the message that Gorgeous is a
dating agency with a difference, offering applicants VIP treatment,
gifts and opportunities to meet and date the nation's most gorgeous
singletons.
It did not want to build awareness through advertising, specifically
classified ads, as it thought this would reinforce the stigma of dating
agencies. Instead, PR would help reduce the stigma of dating agencies
and generate a 'cool' image.
Instead of using press releases/photocalls, LA Comms phoned journalists
asking 'Are you feeling gorgeous?', and invited them to events.
Measurement and Evaluation
The tongue-in-cheek concept proved popular with journalists from the
women's glossies to broadsheets such as The Times and The Guardian.
Marie Claire ran a six-page spread.
Gorgeous Networks has also proved a successful lifestyle piece on
programmes such as Channel 4's Cutting Edge and The Big Breakfast.
A 30-minute feature also appeared on Danish TV.
Results
The company is receiving not only more membership enquiries, but also
calls from journalists seeking leads on dating trends.
The company has become something of an authority on dating.
Gorgeous Networks has 300 speed-dating members, 500 online -
www.gg-t.com - and 100 gay members. It now has a waiting list and has
expansion plans, including over-40s and international dating.
