Chantelle on giant Christmas tree stunt wins award
10 June, 2011
— A Clarion Communications stunt which involved putting Big Brother star Chantelle Houghton on top of a 60ft Christmas Tree - and which generated over £0.5m worth of media coverage - has won an award.
The December 2010 photo stunt was for the PR agency’s client Lakeside Shopping Centre in Essex, and involved hoisting the celebrity Essex Girl into the air - while dressed as a Christmas fairy - and placing her on the tree to highlight the start of the festive season last year.
Clarion’s photographer was also attached to the crane as it hoisted Chantelle into the air - resulting in stunning pictures which were wired to national newspapers, celebrity mags and online sites.
The Lakeside-branded picture story appeared in 48 different titles, ranging from The Sun and Daily Mail to Heat and OK! magazines and to ITV’s Daybreak and Heart FM - while tweets from celebrity writers on national newspapers and consumer mags ensured thousands of people saw it on Twitter.
In fact across print, online and broadcast media, it reached an astonishing 49m people – generating coverage with a value of £532,446, which represented an astonishing return on investment of 32:1.
Now the ‘Living Christmas Tree Fairy’ stunt has won a Purple Apple, the annual awards held by BCSC, which is the industry body for retail property in the UK.
It was one of just four main Purple Apple award winners on the night, and organisers praised the Clarion activity for “directly translating into footfall and sales for Lakeside’s retailers”, adding: “Wherever you went in the following weeks, someone was talking about - or going shopping at - Lakeside.”
Gary Freemantle, CEO of Clarion Communications, said: “A big name celebrity on their own for a photo-call just doesn’t cut it in today’s media, unless you’ve got endless bags of cash for an A-lister.
“So instead we focused on using a relevant personality who would resonate with celebrity-hungry media, while using one of our Fleet Street photographers to come up with a compelling image.
“Add to that the client-branding across all coverage, the buzz generated across Social Media, and the direct impact on sales in the run up to Christmas, and you get a picture that goes everywhere - and a great award-winning campaign.” @clarioncomms
Pictures available – for more info, contact Howard Bowden or Liz Canning at Clarion Communications on +44 (0)20 7479 0910.