Case Study: Disney
part of Chime Communications plc
The Bell Pottinger Group: what could we do for you?
Winnie the Pooh’s 80th Anniversary
Media relations campaign to celebrate Winnie the Pooh’s 80th anniversary.
Who did we need to speak to?
• Children and adults – in fact everyone.
What was the story?
• As well as media relations around the history of Pooh, he celebrated in style by having his portrait taken by Jane Bown (who took the official photo of the Queen for her 80th), received a star on Hollywood’s Walk of Fame, made a special appearance at the Party at the Palace, the nation’s fist National Cuddle Day held in his honour and had a nationwide poetry competition - Pooh Laureate - launched in his honour.
How was it told?
• Through press, radio and broadcast and by partnering with retailers such as The Disney Store and Borders bookshops.
Result: 120 pieces of coverage secured which generated a PR value of nearly £2,000,000. The ROI for the year long campaign was 34:1
Media relations campaign to celebrate Winnie the Pooh’s 80th anniversary.
Who did we need to speak to?
• Children and adults – in fact everyone.
What was the story?
• As well as media relations around the history of Pooh, he celebrated in style by having his portrait taken by Jane Bown (who took the official photo of the Queen for her 80th), received a star on Hollywood’s Walk of Fame, made a special appearance at the Party at the Palace, the nation’s fist National Cuddle Day held in his honour and had a nationwide poetry competition - Pooh Laureate - launched in his honour.
How was it told?
• Through press, radio and broadcast and by partnering with retailers such as The Disney Store and Borders bookshops.
Result: 120 pieces of coverage secured which generated a PR value of nearly £2,000,000. The ROI for the year long campaign was 34:1
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