We took a call at Orchard Towers a couple of months ago about promoting a production of Joseph that was coming to Guernsey. I thought it sounded an interesting project, and something a bit different to our core client portfolio, but I had no idea that by working on it I’d end up being a tour guide for Chesney Hawkes…
How it happened (aka. The brief):
Orchard was approached by Milton Morrissey Productions (after having helped out with last year’s production of Buddy) and were given two months to get as many people as possible talking about their production of Joseph and the Amazing Technicolor Dreamcoat. The show was playing in Guernsey in September it was our job to get islanders to reach for their wallets and buy tickets to see it.
How we did it (aka. The experience):
We quickly set about formulating an action plan, contacting the local media and researching and compiling editorial opportunities.
The campaign was built around the fact that the West End cast was visiting the island for just a week and that the “One and Only”, Chesney Hawkes was taking the lead role, with “Loose Women” presenter Zoe Tyler also starring.
The project evolved and we worked hard to gain media interest and momentum in the lead up to the show by writing press releases, delivering posters, tweeting from the @JosephGsy twitter account, organising competitions with GP Ted and arranging various interviews for the cast and crew.
For the final push Chesney himself stepped in. A local children’s choir recruited to perform in the show and a break in the West End cast rehearsal schedule meant that before I knew what was happening, I was driving to the airport in my blue VW Polo to pick up none other than the pop sensation Chesney Hawkes.
What followed was an afternoon of media interviews and entertaining Chesney with my local anecdotes (he didn’t know that Guernsey was occupied during the Second World War nor that the speed limit was only 35 mph) and generally making introductions.
Chesney was everywhere in the local media for several days with features on Channel TV and BBC spotlight, interviews on the radio stations and several spreads in the Guernsey press. It created a huge buzz around the production and it seemed everyone was talking about Joseph and the Amazing Technicolor Dreamcoat – even Guernsey FC got involved and said they may adopt ‘The One and Only’ as their anthem!
In the end… (the outcome)
This project enabled us to show that if you engage the media in the right way, with the stories they want it is possible to generate high levels of interest. With tickets sales given a boost each time an article was published or an interview went on air, organisers Paul Morrissey and James Milton said they were pleased with the media and public response.
The project introduced a nice bit of diversity to the Orchard portfolio, and gave everyone a bit of a lift when Chesney visited Orchard HQ to say hello to the team. I even allowed a bit of my own creativity to get in on the act by drawing the Technicolor Dreamcoat for the GP Ted colouring competition, so I can honestly say this is one of the most feel-good clients I have worked on to date. I even got a sneaky pic with my mate Ches and we are now friends on Twitter!
All in all, in the two months prior to production Orchard generated around 30 pieces of coverage, three pieces on TV and a smattering of radio interviews and news bulletins, in addition to a few review pieces post-production.
Posted by Adie.