Campaign: Hugs All Round
Client: High Speed 1/St Pancras International
PR team: London Communications Agency with Guinness World Records
Timescale: November 2009
St Pancras International has been voted London's most romantic station. LCA wanted to set a new world record for the most couples hugging in one place.
- To cement St Pancras International as the most romantic station in London
- To raise awareness
- To break the record for the number of couples hugging for one minute.
Strategy and plan
St Pancras International used its Twitter and Facebook accounts to promote the event and a YouTube video was produced. The LCA team spent the evening prior to the event inviting commuters to take part. A partnership was secured with Searcy, the team behind the champagne bar and St Pancras Grand restaurant at the station, to offer an incentive of ten free champagne breakfasts for ten randomly selected couples.
Measurement and evaluation
Articles appeared in The Sun, The Times, The Independent, The Daily Telegraph, Metro and the London Evening Standard. More than 40 articles appeared online and the story was covered by BBC London and on ITV London Tonight. The YouTube video had more than 333,000 hits.
A new world record was set and St Pancras International saw a significant upsurge in takings at the Champagne Bar.