Lead agency: MK
Client: Meadowhall Shopping Centre
Who came up with the idea?: MK PR agency
Who signed it off client-side?: Marketing Director, Richard Pinfold
Who delivered it?: MK PR agency
When you shoot for the stars in PR, you better hope you do it with panache, gusto and aplomb. MK certainly ticked all three boxes … and broke a world record in the process.
In order to drive footfall in Meadowhall Shopping Centre in Sheffield – creating impact with local and regional media and driving online traffic whilst demonstrating “big brand behaviour” – the Yorkshire-based PR agency attempted to break the World Record for “the largest number of children reading with a single adult”.
This enabled the Centre to engage the “Happy Family” market during the important Summer Holiday period.
To achieve the feat, they joined forces with Celebrity Dad of the Year, Peter Andre and local children’s author, Peter Murray.
Coverage garnered from the stunt included 20 pieces of broadcast coverage and five pieces of national print. A total EVA of £587,019 was achieved, making this one of the most successful PR campaigns ever implemented by Meadowhall.
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Photo credit: Ant Oxley