National Camping and Caravanning Week (NCCW) PR Stunt
DISCIPLINE
PR – Press campaign management, hosting & media coverage
Events – Caravan stunt & party
TEAM
Paul, Toni, Annlouise
Caravan stunt & party
To celebrate the Centenary of the caravan, the CCC wanted to locate a caravan in an unusual, limited-access, central London location so that TV celebrity and CCC president, Julia Bradbury could spend the night.
To gain media coverage in national press and lifestyle publications, the PR stunt needed to be both unique in its approach and generate interesting visual content. We undertook several weeks of venue research leaving no stone unturned to find the optimum location including many London roof tops and unusual spaces, before finally creating a campsite on a barge, and floating it down the Thames.
We managed all the consultations with Port of London Authority and logistics for barge dressing and press activity scheduling.
The barge moored up by Tower Bridge, providing a spectacular backdrop of iconic London landmarks. Press were hosted on board at the campsite during the day, and in the evening, there was a party attended by TV celebrities Eamonn Holmes, Jenni Falconer and Christopher Biggins as well as CCC members and industry representatives.
The coverage received was at record levels for NCCW in terms of audience reached, quality of title and AVE with stories in This is Money ‘Mail Online’, The Mirror, The Express, Hello and Evening Standard to name a few.
AIM
Drive awareness and media coverage for the centenary year of the caravan ahead of NCCW.
“We worked with the Tonic team for National Camping and Caravanning Week, which is a major awareness campaign and calendar event for the Club. And it was one of our most successful yet. Paul, John and the Tonic team were great to work with, had a close eye on the detail and, importantly, had results and analytics always in mind. There was also a can-do approach, a sense of urgency when required and a determination to see the job through.”
Head of Communications and External Relations, The Camping and Caravanning Club
