Client: Guild of British Tie Makers
PR Team: Anthony Edwards Publicity
Campaign: British Tie Week
Timescale: 29 March - 4 April 1998
Budget: Not available
The British tie was officially 112 years old on 29 March this year,
which was also the first day of British Tie Week. The event was
organised and promoted by Anthony Edwards Publicity as part of its
ongoing work for the Guild of British Tie Makers.
To promote the image and sale of British ties by focusing on British
ties and tie makers.
Anthony Edwards Publicity has been running British Tie Week for ten
years, and each year has had a different theme. This year the theme of
’Sport a British Tie’ was chosen and sports minister Tony Banks and
England Rugby captain Lawrence Dallaglio were brought in to model ties
and give the week some heavyweight backing.
British Midland and Sheraton Hotels both approached Anthony Edwards
Publicity about being involved in British Tie Week. British Midland
decided to run an in-flight competition, with cabin crews selecting the
top tie wearer on the flight, and presenting them with a tie from the
Guild of British Tie Makers. They also handed out tie-covers with
breakfast, so that businessmen would arrive at their destinations
without egg on their ties. The in-flight magazine, Voyager ran a feature
on British ties.
Sheraton Hotels also featured the subject in its internal magazine, and
handed out ties from the guild to diners who were without ties.
Press kits were put together, including the Tie Report 1998 - a 30-page
report featuring a history of the tie, amazing tie facts, advice on
buying the right tie for the right occasion and tips on tying them.
To top this all off, the Tie Birthday Card, featuring Tony Banks on the
front, was sent to all sections of the consumer press as a reminder that
the British tie was 112 years old this year.
At present, British Tie Week has been featured in some 60 articles in
regional and national newspapers, around 50 radio slots or interviews
and several television slots.
Many regional papers did substantial features on British Tie Week,
linking the feature with local retailers. You magazine, in the Mail on
Sunday, featured six of the best British ties. It appeared for two
consecutive days on Channel 4’s Big Breakfast, with the winner of the
British Midland’s best tie competition being announced. The competition
was also mentioned in the FT’s Observer column.
Regional radio, such as BBC Wales had 15 to 20 minutes devoted to the
subject of British ties, and continued to mention it throughout the
The campaign generated a good deal of coverage about ties in general,
but the British aspect was certainly not forgotten. The timing was
fortuitous, coinciding with media fascination with ’Cool Britannia’
which generated much debate about British design. Many pieces featured
interviews with local and London-based tailors or well-known retailers,
talking about the history and the future of British ties.