Brand8 PR competition selects 'face' of White Rose
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Brand8 PR product story
Edited by the Marketingweek Marketplace editorial team
Aug 17, 2010
A PR campaign carried out by Brand8 PR has enabled the White Rose shopping centre in Leeds to select a new 'face' to star in its advertisements.
To help launch the centre's new-look 2010 spring/summer marketing campaign, the PR agency created a modelling competition to find a local girl to become the new face of the centre and star in the 2010/2011 autumn/winter advertising campaign.
Brand8 PR partnered with regional radio station 96.3 Radio Aire to launch the competition, which was promoted via a series of regular promotional slots.
A mini microsite was also built to enable entrants to upload their entries.
Following a selection process, which saw Brand8 work with the White Rose marketing team and Catwalk Models to choose three finalists, all three girls' images were loaded back onto the microsite before Radio Aire listeners and White Rose shoppers were invited to visit and vote for their winner.
The competition attracted more than 350 entrants and more than 1,100 people casted a vote for their favourite finalist.
GBP4,500 of on-air time was also secured throughout the campaign, with additional coverage also appearing in the local media.
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