Challenge
Women of the Year approached Pagefield for PR support to celebrate the 75th anniversary of their annual Luncheon & Awards, which celebrates extraordinary women. The goal was to generate excitement and deliver widespread media coverage for the event.
Approach
Pagefield worked closely with the Women of the Year team, most of whom were volunteers, to establish a hardworking press office. We began by promoting insights from a survey of their network, turning the data into three different news hooks to appeal to specific publications. For the awards ceremony, we secured features with broadcast and print media for VIP winners and worked with sponsors like Vodafone and Gilead + Kite to promote grassroots award winners. We also organised media access to the red carpet and managed photographers to interview VIPs.
Results
The event generated 252 mentions across print, online, and broadcast media, including BBC, ITV, Daily Mail, The Times and i Paper. Coverage included two BBC Breakfast features and an ITV segment on victims of the Post Office scandal, and profiles of VIP winners like Yulia Navalnaya and Tanya Ednan-Laperouse. We also received trade coverage for award winners. This work resulted in a record amount of media coverage, reaching 872 million online, 1 million through print media and 5.4 million viewers through broadcast.
