Britain’s Next Top Model taylor herring

Case Study: Britain’s Next Top Model
Client: Virgin Media Television

Overview

To maintain the mainstream appeal of the show, whilst securing credible positioning within dedicated fashion and style press

To utilise presenter Lisa Snowdon for interview opportunities within showbiz magazines and weekend supplements, and to elevate the profile of new series judges Gerry DeVeaux and Huggy Ragnarsson

To deliver announcements and news and picture stories to achieve a consistent presence within tabloid media

To manage all fourteen contestants (including the winner), organising media briefings, accompanying to events, and initiating national and regional press campaigns for all

To obtain publicity stills unveiling the new judging panel, and imagery to accompany key moments throughout the series.

To secure a broad media presence to witness final episode in South Africa

To formulate anticipation and hype around the series finale, staging press days with judges and finalists, and hitting news pages with winners’ announcement

Campaign

Whilst mainstream showbiz media continued to support the series (Heat wrote about the programme on a weekly basis, which included two double page features within their TV pages), we also reached fashion magazines, most notably a cover for The Mail on Sunday’s You supplement to unveil the new line up

Lisa Snowdon was photographed for the cover of News of the World’s Fabulous magazine, and was interviewed for The Sun, Sunday Mirror Celebs on Sunday, The Guardian G2, OK!, Hello!, Heat and Now. The new judging panel meanwhile appeared on page three of The Sun, Now, New Nation, The Voice and Marie Claire Online

We collaborated with up and coming designer Ziad Ghanem to create a range of exclusive outfits made using recycled plastic bags, and facilitated a picture stunt using Lisa Snowdon and four of the contestants in Regents Park. The pictures coincided with the launch of series four, reaching 12 million readers across print and online (including the ‘Picture of the Day’ section within The London Paper); a viral video was also shot and circulated online, hitting The Sun Online, MSN, AOL and Daily Goss amongst others

The series launch was covered across most TV listings titles, weekly showbiz magazines and weekend supplements, and pick of the days and non talent led features were placed throughout the series run

We accomplished regular page leads within tabloid TV pages using imagery taken within the show, and placed real life stories around the contestants within the pages Daily Express (which included a front page drop in), Now (double page), Look (three separate pieces), New!, Reveal. Aside from interviews, the finalists participated in a shoot for OK!, while ten contestants were photographed for a five page spread in Sunday Mirror Celebs on Sunday

Upon their elimination from the series, each finalist participated in a day of reflective press, with Digital Spy running weekly interviews, and The Sun Online covering six of the contestants

Having in previous years secured attendance on the overseas junket from The Sunday Times Style (2007), The Daily Telegraph (2006) and OK! (2006), we arranged for journalists from The Guardian Guide, The Sun Woman and Skymag, which together achieved ten pages of print coverage

The finalists participated in a press day geared around the last episode on Monday 7th July, with interviews including Capital FM’s Breakfast Show and BBC Radio One Newsbeat, while the winners’
announcement achieved coverage within Metro, The London Paper and London Lite

Results

The series achieved over 200 pieces of national consumer print coverage An estimated audience of over 290,000,000 people were reached through print, broadcast and online outlets The series attracted higher ratings than ever before in its four year run, with its strongest series premiere to date – the average ratings were 10% higher for series four than for series three

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