guiness world records - taylor herring

Case Study: Extreme Makeover
Client: Living TV

Overview

• LIVINGtv decides to go where other channels haven’t dared by commissioning the UK’s first plastic surgery make over show
• Extreme Makeover would be a show where dreams came true and lives are changed.
• Taylor Herring hired to manage and promote the series.

Objectives

• To maximise media and audience awareness of the programme
• To manage media exposure for all contributors and medical experts
• To utilise case studies in all forms of media
• To stage a launch party that would be both shocking, glamorous and be the most talked party in town.
• Raise the profiles of ‘Extreme Team’ experts
• Handle negative fall-out

Plan of action

• To utilise all contributors in all forms of media
• To create attention around the incredible makeovers in the show with before and after stories placed in national and regional press
• Arrange for journalists experience procedures first hand.
• Taylor Herring held a Botox party at The Hospital private members club for media and celebrities to launch the series which ended up being one of the most talked about parties of the year
• Placing contributors on National TV and radio
• To highlight revolutionary new techniques being used in the show and feature life changing stories of contributors who had been medically mis-diagnosed over the years.
• A key aim was to raise the profiles of the Extreme Makeover team

Results

• Over 90 national print features generated in major nationals, supplements and weeklies, 4 national TV items, 4 national radio items, 20 regional print and 12 regional radio appearances.
• High profile appearances by both contributors and surgeons on This Morning, GMTV, Heaven & Earth, Richard & Judy.
• One of Living TV’s biggest ever hits
• Solid ratings built throughout the show culminating in tens of thousands of people applying for the second series.
• Taylor Herring retained for second series

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