Emeralds & Ivy
Ronan Keating and his family dressed in black tie pose for a photo as they arrive at the Emeralds and Ivy ball

December 8, 2013

Overview

The eighth annual Emeralds & Ivy Ball, with Ronan Keating, for Cancer Research UK, took place at Old Billingsgate, London on Saturday 30th November 2013. The event (in association with the Marie Keating Foundation) provided a star-studded night of fantastic entertainment and raised over £600,000 to fund Cancer Research UK’s mobile cancer awareness units.

The challenge

Due to Emeralds & Ivy being invite-only, the main focus of PR activity was to raise awareness of the event and its celebrity credentials and to highlight where the money raised goes through on the night and post-event PR. This was to ensure the event remains high profile, and a ‘must attend’ event for celebrities each year.

The strategy

The PR for Emeralds & Ivy included the following activities, and was delivered via Cancer Research UK’s national PR team, working closely with Dawbell:

  • Drafting and issuing a pre-event announcement press release with details of the event, performers, and selected auction items
  • Co-ordinating red-carpet activity at the event; issuing a photo call notice to national press, picture agencies and relevant online and video agencies prior to the event and managing
  • the press area on the night
  • Liaising with OK! magazine to secure post event coverage in the party pages of their exclusive access to the champagne reception, briefing and managing their photographer
  • Securing an auction prize from OK! magazine in which guests had the opportunity to bid for the chance to have their picture included in the magazine’s post-event coverage
  • Live-tweeting on the night from the @CR_UK twitter and instagram feeds. We also co-ordinated a post-event Facebook slot
  • Dawbell also hosted a table at the event, inviting a number of key showbiz columnists to attend

The results

  • 87 articles secured over the course of the campaign in November and December (more than had been achieved in any other year to date!)
  • Highlights included an exclusive full page spread on the party pages in OK! magazine, and strong picture and diary coverage in Mail online, The Sun, Irish Sun, The Mirror, Daily Star, Closer, Reveal and Hello!

Melissa was Senior PR Officer at Cancer Research UK from 2012 to 2014

Cancer Research UK round logo

“Mel is a fantastic PR. She joined my team and hit the ground running straight away, excelling in securing coverage, project management and client relations. She also offers sound advice on all things PR."

Kim Ireland
Former PR manager, Cancer Research UK

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