Rupert Bear

relaunching the iconic bear for a new generation

Background

Taylor Herring was briefed to deliver a creative PR campaign for the re-launch of Rupert Bear.

Objectives

  • To position Rupert Bear as the leading UK children’ property within all UK media, capitalising on the heritage of the property and the ‘new look’ Rupert
  • To work closely with the broadcaster, associated media partners and the creative team to deliver a high profile cross media PR campaign which would also drive tune-in to the new TV series
  • To place national and trade feature, picture and news stories to increase brand profile


Campaign strategy and plan

Taylor Herring’s approach was to focus on launching the new-look Rupert while capitalising on the character’s strong heritage.

Taylor Herring created and implemented the following activity:

  • An exclusive press trip to Cosgrove Hall Films to see the set of the new series and meet the animators, resulting in widespread national and trade coverage
  • A creative media story – how Rupert could have looked based on the designs that were not used, including a skater style Rupert complete with hoodie, in a boy band-type outfit and a Paul Smith style design, resulting in coverage in Daily Star, The Sun, Metro, The Guardian, Sunday Mirror Celebs on Sunday as well as ten pieces in regional titles and mentions on five regional radio stations
  • A news story on the new look Rupert with licensing and media trade press, resulting in six trade press pieces as well as brand pieces in The Observer and the Independent on Sunday
  • A national and regional radio campaign using voiceover artist Morwenna Banks, resulting in twenty interviews including IRN and BBC Radio 6 Music
  • Print interviews with voiceover artist Claire Skinner and animator Andrew Chapman, resulting in pieces in The Independent and The Guardian
  • A Guinness World Record award for Rupert Bear as ‘the most enduring cartoon character printed in a national newspaper’ resulting in exclusive coverage
  • A mail out of a press information pack including DVDs of the show and a Rupert Bear style scarf, resulting in coverage in TV Choice, Daily Express Saturday, Daily Mail Weekend, Daily Telegraph, Sun TV Mag, The Sunday Telegraph Seven, Mail on Sunday Live, Radio Times and The Guardian G2
  • Exclusive artwork was placed as a competition prizes



Measurement and evaluation

The campaign achieved widespread media coverage. Total coverage included over 170 pieces of press with circulation of coverage topping 69,041,475. Equivalent editorial value is conservatively estimated to be in excess of £350,000.

Results

Rupert Bear – Follow The Magic achieved a massive viewing share of 38.8% amongst children aged 4-6 (an audience of 81,900) and a viewing share of 29.8% amongst parents with children aged 0-3 on launch, making it the most popular show on Five’s Milkshake. The programme received very positive reviews and the new look Rupert is now firmly established amongst both parents and children. Taylor Herring has been asked to work on four Rupert Bear product launches during 2007.