1. Public Relations Campaign

2. 80 individually-decorated giant
Gromits
Sculpture trail in Bristol/West Country
October auction
Joint initiative - Grand Appeal and
Aardman
Multiple partners – Wild in Art,
sponsors, artists, tourism organisations

3. Fundraising initiative – new appeal
Public engagement
Community project
Promote Bristol as tourist destination
Raise profile of charity and current
appeal

4. Long-standing relationship with
Appeal
PR strategy and implementation
Over 12 months planning
Part of tight-knit team
Complex wider team

5. Raise awareness amongst target
audiences – local, national,
international
Build excitement and support around
concept
Help drive fundraising from project
Position Grand Appeal as charity of
choice in region

7. 1. Support drive for sponsors and
artists
2. Build excitement and anticipation
before trail
3. High profile launch and momentum
through trail/exhibition
4. Build interest in auction amongst
potential bidders

8. Hard-pressed editorial teams
Rise of online media
24-hour news agenda
Timing is key – ‘soft’ story
National challenge – ‘another
sculpture trail’ – focus on Gromit and
artists

9. Topical – link to news agenda
Celebrity – VIPs can give story an edge
Surveys/stats – relevant to audience
Case studies – bring story to life
Pictures/footage – can make a story
Experience interviewees – can tip the
balance

10. High profile launches to set
expectations
Strong focus on visual appeal
Limited opportunities with Nick Park
Bespoke editorial opportunities with
key media
Different angles to harness range of
media

11. Exclusives/media partnerships
News/picture agencies to expand
reach
Drip feed stories to build anticipation
Vary the volume – keep them keen
Make it easy – press releases/kit
Issues management to mitigate risks

12. Strong picture to convey scope and tone –
arts project
Nick Park ‘ownership’ of character and
project
Tied to business launch to demonstrate
sponsorship support
National BBC; Guardian; Radio 5 Live;
blanket regional; business features
Sculptures increased from 60 to 80 to
meet sponsor demand

14. Peg to news agenda – Christmas,
Oscars, W&G tourism drive
High profile artists to drive
national/international coverage –
Harry Hill, Zayn
Tailor to different media interest –
street art/animation artists
Go quiet before launch – avoid
overkill

16. Creative idea – world of Wallace &
Gromit
Challenge of Glasto/packed news
agenda
Audience to convey genuine
excitement
Promotes Bristol icons – docks,
cranes, Suspension Bridge
Meet needs of broadcast & print

18. Q&A to anticipate tricky questions
Two Gromits damaged before trail
All over social media/press
Ask the public for help – own the
project
Issued tight statement
Celebrated their return

20. 500 pieces of coverage
International press – across world plus in-flight
mags
National print/online – Guardian, Independent,
Metro, Mail on Sunday, MailOnline, Telegraph
online, BBC News, Yahoo, MSN
National broadcast – BBC National; Sky; ITN,
BBC Breakfast, Newsround
The Post front page – 14 plus all 80 mastheads
Regional - print – 106; online 232; broadcast 44

21. Convey success of trail
Drive fundraising message
Help support sponsors
Adapt messages to focus on high
value art
Spread net wider to draw in bidders

22. Timing – currency, new
Significance – who does it affect
Proximity – relevance to the audience
Novel/unexpected – man bites dog
Human interest

23. 1. Find the angle for your story
2. Grab their attention – headline &
subject box are key
3. First paragraph should tell the story
4. Concise objective copy – less is more
5. Quotations for subjective views
6. Avoid technical jargon – ‘man down
the pub’ rule
7. Remember contact details

24. Plan your strategy from the outset
Clear and consistent messaging
Work with the media to meet their
needs
Do your homework before pitching
Pick your time – are they on deadline?
Keep your promises
Help them out!

25. @SpiritPRTeam
E: info@spiritpublicrelations.co.uk
T: 0117 944 1415
W: www.spiritpublicrelations.co.uk

26. @thegrandappeal
@GromitUnleashed
E: info@grandappeal.org.uk
T: 0117 9273888
W: www.grandappeal.org.uk