Mason Williams PR :: Sparking a Reaction

EWE-NIQUE PRESS CAMPAIGN PUTS MASON WILLIAMS AHEAD OF THE FLOCK

Tasked with promoting the inaugural Cholmondeley Pageant of Power taking place at Cholmondeley Castle on 9 -10 August, PR agency Mason Williams has taken a unique approach to promoting a sporting event – by rounding up a flock of Lord Cholmondeley’s own sheep and supplying them with their own individual earmuffs to protect their ears from all the noise of the pageant’s 120 classic and sports cars, 90 performance bikes, powerboats & helicopters.

A great photo opportunity, the story has caught the imagination of national and regional press all over the country resulting in full cover coverage in The Sun and Daily Express, various national lifestyle titles as well as Cheshire’s own selection of newspapers.

Part of the charm of the Pageant of Power was always going to be the rolling gardens of this historic castle complete with its livestock perfect for families from all over the North West to visit. However with the roar of performance engines at odds with the tranquility of the landscape how to best put across both these elements without ruining the peace of one of England’s most beautiful private grounds? By focusing on the animals themselves of course.

A light-hearted story at heart, there is however method to the madness as the Pageant of Power will be going to great lengths to move livestock a great distance to avoid scaring the animals on the weekend itself – something Lord Cholmondeley and the estate team are very serious about.

“We knew this was going to be a fun campaign when we took it on board,” comments Rita Rowe, Managing Director of Mason Williams. “So the key elements of the story had to be as fun as the event itself. The feedback and coverage we have had so far with the help of our woolly friends has spread the message of the first ever Cholmondeley Pageant of Power far and wide – something we will continue to do right up to the morning of the event and beyond.”