Loaded Magazine - taylor herring

Case Study: Loaded Laftas with Nivea for Men 2006
Client: Loaded magazine, IPC Publishing

Our brief

• Management of awards process including nominations and pre event coverage
• To drive readers to Loaded’s website for voting
• To create positive media coverage of the event
• To handle print, TV and radio press on the night
• Liaison with nominees – their agents, managers and broadcast
• Driving pre event awareness with interviews and surveys
• Placement of competitions and promotions
• Talent booking

Results

• A week long promotion on Radio 1 daily (on all daytime shows) to win tickets to the awards
• 19 National print pieces and 200 regional print pieces including one page interview with Martin Daubney, Editor of Loaded, in The Independent
• Over 50 National Radio interviews or news items. Including Unique radio which goes out to 8 million and IRN 27 million.
• Twenty seven web hits across National and Regional websites

What the client said

“just wanna say top bloody banana all round. top notch ding dong, sweet as a nut, cheers for all the hard work.”
Martin Daubney, Editor, Loaded

“Ditto! The event was great, with even more celebs and buzz than ever before. I thought the media relations yesterday was superb and the branding on the coverage looks excellent!”
Caroline Edwards, The Sponsor

“I wanted to say a big thanks for all your and your teams’ hard work yesterday, particularly in managing our pap run and getting all the fabulous coverage today. We've had fantastic editorial references, great pic positioning and in areas of media we normally wouldn’t get access to. Overall the pre-event and event coverage for this year’s awards has been unprecedented and should be a great platform for going forward with next years LAFTAS. And of course quite rightly both myself and Aimi have had a good laff working with all your team!”
Darryl Butcher, PR for IPC Ignite!

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