// OVER 80 ITEMS OF COVERAGE
// 12 MILLION OTS, EAV OF £282,694.
OBJECTIVE
Generate awareness of the prestigious annual World Cheese Awards being held at Taste Of London by the UK Cheese Guide, building the profile of the Awards and the trade body within the consumer, retail and restaurant sectors.
SOLUTION
A three month campaign was implemented to generate pre-event coverage in key consumer and London-based titles to encourage attendance at the show, as well as post event around the winners on a national, regional and trade level. In addition, journalists were invited to be judges at the Awards, while a competition was run with Evening Standard to give one reader the ‘money can’t buy’ opportunity to be part of the exclusive judging team at the event.
RESULTS
Over 80 items of coverage were generated during the three month campaign, achieving 12 million opportunities to see and an EAV of £282,694. Highlights included features on ITV’s Sunday Feast and UKTV’s Food Uncut, a six minute item on Radio One, a news item on Independent on-line, and a three page feature in Restaurant Magazine.