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I-Spy nostalgia sweeps the nation

Seal was appointed by Michelin Travel Publications to help relaunch a series of classic 1950s’ children’s books. The I-Spy collection was acquired and published by Michelin from 1991 until 2000 when they effectively ceased publication. Sales had been poor and it was seen that the collection added little value to the Michelin product catalogue. Last year, Michelin decided to relaunch the series and issued 12 new titles, fully updated for the today‘s market. Only a small budget was allocated to the relaunch and PR was deemed the key to its success. 

Objectives

The main objectives were to build awareness of the new I-Spy collection through a high-profile media relations campaign; generate positive, nostalgic coverage across a range of national, broadcast and regional media; and ultimately drive sales. The target audience was existing fans – grandparents and parents as well as new adopters – parents, young adults and children aged 6-plus.

Strategy

As the books had no presence on the Michelin website, a microsite was designed to appeal to both children and parents. The microsite was to act as a hub, housing information and an online shop. Phase one of online activity was to identify fans. Unearthing the existing online brand champions formed the foundations of the social media activity and they were encouraged to follow the @ispymichelin Twitter feed. Once an I-Spy community was formed, conversations were steered towards fond memories of the collection. On the day of the media launch, Twitter followers were passed the link from the online news articles which they were encouraged to re-tweet, resulting in I-Spy becoming a trending topic.

Media relations

A press release was drafted highlighting the heritage of the I-Spy collection. A member of the original 1950s' I-Spy tribe was tracked down and was happy to supply quotes and even the original press cuttings from the 50s. This was essential to ensure all press articles referenced the heritage of the brand. Media were supplied with simple images of both the new and old collection helping to give the press articles a fond, nostalgic tone whilst also promoting the new books. Key journalists were targeted across national press who remembered the collection.

The media was very receptive to a positive, nostalgic news story given all the doom and gloom surrounding the recession. The story broke on the Daily Mail website which gathered over 30 positive comments from readers and the following day five other national titles printed the story along with the photography. Due to the blanket print media pick up, Eamon Holmes and Ruth Kelly mentioned the relaunch on This Morning.

In order to keep the collection front of mind with consumers throughout phase one of the campaign, a series of competitions and giveaways were organised with parenting, specialist and children’s publications.

The second stage of the launch included using David Bellamy as ‘Big Chief I-Spy’ for the day. Bellamy was partnered with parenting expert and author of Dummies Guide to Parenting Sue Atkins for a series of regional radio interviews.

Results

Media highlights included:

The Times, Telegraph, Daily Mail, Daily Mirror, Independent and Daily Express all featured the story on phase one launch date

11-minute radio interview with the Michelin client on BBC Radio London

AVE of print coverage totalled £192,317

Social media highlights:

20 re-tweets on launch day

Sentiment of all conversation was positive, fond and nostalgic

Business highlights:

To date, 250,000 copies of I-Spy have been sold with only PR support, no advertising has been undertaken.

Press coverage has led to a number of exciting opportunities for the brand. The Daily Mail has approached Seal to commission a 60-page pull out which will run over six weeks at no cost to Michelin.

Budget

An £8,000 spend (including agency fees and additional expenses) resulted in £192,317 AVE of print coverage – meaning for every pound invested 24 times that figure was recouped in PR value.

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