Hails & Fails – March 24th 2023
It might have been politics-heavy news-wise but the real media magic this week has seen brilliant headline-winning PR campaigns celebrating Mother’s Day, a more inclusive society and Britain’s travel-lust.
Brazen client Showcase Cinemas shone a light on the nation’s favourite mum movies and gave mums everywhere free tickets, Tourism Ireland went all showbiz to boost tourist numbers and sportswear giant Adidas brought hiking and Ramadan together. It was not a great week for Tesco though after the supermarket attracted negative coverage for its decision to cut the value of its much-vaunted rewards scheme.
HAILS
Showcase causes a stir by revealing mums’ sexiest actor
Showcase Cinemas celebrated all things mum with a campaign that gave mothers free cinema entry and won headlines everywhere via a national news story revealing mums’ favourite actors this week.
The brand’s Mother’s Day campaign saw mums go free at all of the cinema chain’s screens and revealed that, as far as the UK’s mums are concerned, Tom Cruise is the hunkiest movie star.
It won coverage everywhere this week – notching up a huge raft of media hits including all of the big nationals.
Tourism Ireland signs up Derry Girls
Derry Girls stars Saoirse-Monica Jackson and Jamie-Lee O’Donnell are fronting a new advert campaign to attract tourists to Ireland.
Tourism Ireland hopes the initiative, which also sees and Bad Sisters actress Sharon Horgan take part in the campaign, will see the number of holidaymakers return to pre-pandemic levels.
The campaign went live live this week in Ireland’s top four tourism markets – Great Britain, the United States, Germany, and France and will be rolled out in nine other important tourism markets around the globe.
The campaign has won coverage everywhere this week – both in and outside of Ireland.
Adidas bangs the drum for Ramadan with hiking campaign
To celebrate Ramadan, Adidas teamed up with walking group, Muslim Hikers, in a bid to make the countryside a more inclusive space.
Signs to Mecca were installed along a popular Peak District hiking route, and a new prayer mat was launched.
Along with global sports retailer, Wiggle, Adidas worked closely with Muslim Hikers to identify the obstacles they face in the countryside.
Muslim Hikers is a community walking group, set up in 2020, to encourage Muslims to get outside – although everyone is welcome.
Loads of coverage too!
FAILS
Tesco feels the heat after cutting the value of Clubcard points
Tesco customers are fuming after changes to Clubcard rules means their points are now worth a lot less.
Customers are used to cashing in their Clubcard points for triple their value with reward scheme partners, getting money off restaurant meals and days out – but now the points will only be worth double in a move some shoppers have branded “disgraceful”.
The changes, announced this week, come into play on June 14th and have caused outrage among many online and beyond – racking up national headlines and criticism this week.
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