TAILIEUCHUNG - The Insider’s Guide to PR: Chapter 6 PR IN PRACTICE The following case studies are examples of PR

The following case studies are examples of PR consultancy work and, more specifically, PR campaigns in practice. They demonstrate the enormous scope and diversity of the UK’s PR consultancy industry and appear by kind permission of the respective PRCA members and their clients. Background It was the year the Cricket World Cup came to England. For cricket bat manufacturer Slazenger, it was an opportunity to maximise exposure for the brand both within the UK and internationally. Slazenger is a brand steeped in heritage and it needed to overcome any stigma attached to this in order to appeal to the next. | The Insider s Guide to PR Chapter 6 Client Dunlop Slazenger Group PRCA Consultancy Shine Communications Campaign Slazenger Hits Cricket World Cup for Six PR Sector Consumer Winner of a PRCA Outstanding Consultancy Practice Award PR IN PRACTICE The following case studies are examples of PR consultancy work and more specifically PR campaigns in practice. They demonstrate the enormous scope and diversity of the UK s PR consultancy industry and appear by kind permission of the respective PRCA members and their clients. Background It was the year the Cricket World Cup came to England. For cricket bat manufacturer Slazenger it was an opportunity to maximise exposure for the brand both within the UK and internationally. Slazenger is a brand steeped in heritage and it needed to overcome any stigma attached to this in order to appeal to the next generation of consumers and meet tough sales targets. Slazenger was not an official sponsor of the World Cup but it was the equipment sponsor of several members of the England squad including then captain Alec Stewart. Objectives To create a contemporary image that would attract younger customers to maintain Slazenger as the premier cricket brand. To create an ownership of the event on a budget far smaller than official sponsors. To create an intrinsic link between Slazenger s handcrafted bats its sponsored players and the Cricket World Cup to position Slazenger as the premier cricket equipment brand. Solution Develop a blue bat campaign to create media and spectator interest. This injected colour into the game and helped create a contemporary image. Maximise celebrity endorsement through captain Alec Stewart despite limited celebrity time access. Pursue links with other organisations to extend the campaign reach and budget. Activity Celebrity interviews. Tour of the Barnsley factory for the media. Photocalls with celebrities such as Caprice Anneka Rice and Rory Bremner. Giant inflatable Blue Bat which featured at all England .

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