The London-based agency will devise and implement strategies for the Variety Club's campaigns and events, as well as the organisation's corporate publicity campaigns and ongoing brand awareness programmes.
Sterling will also commence work on the Variety Club's Gold Heart Appeal, which takes place later in January 2010 and will be fronted by Alesha Dixon. The campaign will form part of an official partnership between the Variety Club and The Co-operative, the UK's largest mutual retailer.
Teji Singh, founder of Sterling Communications, said the agency ‘possesses the requisite expertise to understand and reach the relevant corporate and consumer audiences in business, the charity sector, media and the public domain to raise Variety Club's profile and provide the necessary support on fundraising for the charity'.
Sterling recently handled PR around the Variety Club's 57th Annual Showbiz Awards 2009, which took place on Sunday 15 November 2009 in London. The star-studded event was attended by Kevin Spacey, Alesha Dixon, Sir Ben Kingsley, Sir Ian McKellen, Patrick Stewart, The Saturdays, Dame Kelly Holmes (ambassador of the Variety Club), Justin Lee Collins and Alan Carr.
The Variety Club has raised more than £200m over more than 50 years and improved the lives of more than a million children and young people since its inception.