Brief: Girlguiding UK needed their BIG GIG – a concert at Wembley for Guides in the UK – to be publicised. Girlguiding UK wanted to secure coverage of the event to attract Guide leaders and Guides and to show that Girlguiding is a modern and forward thinking organisation. Also needed to quash the ‘baked beans and campfire’ reputation.
Method: The team could only publicise the event after it had taken place due to child protection issues. Media were invited to watch the show with their children. Media interviews with priority titles were set up with acts who were performing. Celebrities performing at the gig included Alesha Dixon, Sugababes, Shayne Ward & Matt Willis. Interviews were set up with these artists and pieces were published after the event. Images of the event were also distributed to London media and quotes from the celebrities were taken for a press release which was distributed to London, national, celebrity and music press.
Results: Interviews and coverage of the event was achieved in key media. Girlguiding UK saw the event as a great success.