PRWeek UK Awards 2015: PR Event of the Year

Premier took home the coveted award for PR Event of the Year after creating the 'Paddington Trail' for StudioCanal.

PRWeek UK Awards 2015: PR Event of the Year

The film studio needed to reintroduce Paddington Bear to family audiences while tapping into the heritage of the much-loved children’s character ahead of his film debut.

Premier created unprecedented film activation with The Paddington Trail, a series of 50 statues placed in key locations in London throughout November and December 2014. The campaign incorporated 50 brand sponsors, A-list celebrity ambassadors, partnerships with the NSPCC and a full digital strategy to deliver maximum engagement with the public. The result was StudioCanal’s most successful film release and the trail raised nearly £1m for the NSPCC.

A very integrated campaign – NSPCC money and ROI

Jackie Brock-Doyle, CSM

Highly Commended

Deluxe Limited Edition Restaurant; Gabrielle Shaw for Lidl


The Airbnb Floating House; Hope&Glory for Airbnb

Bushmills Live; Smarts Communicate for Bushmills Irish Whiskey

The ‘Real’ Apple Store; Tin Man for Borough Market


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