Mistral has won a gold Chartered Institute of Public Relations PRide award for its Royal Show communications campaign 2007.
The communication consultancy working for Defra was entered into the crisis communications category for its success in attracting exhibitors and visitors to the Stoneleigh Park event and for how it dealt with the cancellation of the last day due to Britain suffering its wettest summer since records began 240 years ago.
Mistral’s objective was to encourage visitors to attend the four-day rural event, as well as to handle media relations and busy press office serving 600 journalists, photographers, press officers and PR people. Torrential downpours throughout the show left the Warwickshire showground completely saturated, prompting concerns for the safety of visitors and the welfare of the hundreds of animals. It was decided that, for the first time in the show’s history, the last day of the event was to be cancelled, quickly turning the busy press office into a crisis communications centre.
In the build-up to the event Mistral distributed 28 press releases, 37 placed features, 57 reader offers and 37 competitions, resulting in more than 350 pieces of press coverage.
No comments yet