Campaign: Britain's Smelliest Cheese Championships
Client: The Royal Bath & West Show
PR team: Watershed PR
Timescale: March-May 2009
The Royal Bath & West Show is the largest country show in England, incorporating both trade and consumer activity. Organisers wanted a PR campaign to boost visitor numbers.
- To increase visitor numbers to the show
- To generate branded publicity
- To find editorial angles from the show's attractions.
STRATEGY AND PLAN
The cheese section of the show is prestigious and the second largest in the country. The team came up with the idea of a Britain's Smelliest Cheese Championships and convinced 16 cheese producers to enter their products. A launch event was held at a local school to choose junior judges.
MEASUREMENT AND EVALUATION
To date the cheese contest has achieved more than 184 press hits. Coverage appeared in nine national newspapers, two national magazines, on BBC and ITV regional news, in 115 regional newspapers and on four national and 11 regional radio stations including Radio 2. The story also appeared on 32 websites. The Royal Bath & West Show was mentioned in 95 per cent of coverage.
In total 115,000 people visited the show - the second highest number since 2004.