Hot on the fantastic news of Clarion’s shortlist for two CIPR Excellence Awards, today we are pleased to announce a further two nominations for this year’s The Drum Marketing Awards.
The award ceremony rewards and celebrates the UK’s most effective marketing strategies. Clarion has been nominated in two categories:
The Long Term Marketing Strategy Award - Aldi Beers Wines & Spirits
UK discount retailer, Aldi, wanted to use beers, wines and spirits as a ‘hero category’ to bring ABC1 shoppers in store. The challenge Clarion faced was that consumers perceived Aldi’s beers, wines and spirits to be not of good quality. Our strategy was to make Aldi famous for quality drinks. We wanted to surprise and convince consumers about quality through credible endorsements from the media and other opinion formers. We achieved this by entering prestigious awards and gaining national media coverage about positive results, by turning around perceptions of drinks writers through on-going engagement and sampling, and by capitalising on the exceptional price of Aldi’s drinks to generate national news coverage.
The PR Strategy Award - Pride in London
Working on a pro bono basis, Clarion developed a fully integrated PR campaign for Pride in London 2014 working alongside the Pride in London team. Utilising the #FreedomTo campaign creative, Clarion created a programme of news generation, feature placement, stunt activity and live interviews with celebrities from Graham Norton to Sir Ian McKellen and Eurovision winner Conchita Wurst.
The awards take place at Marriott Grosvenor Square, London, on Thursday 7th May 2015. Time for the team to polish the shoes, get the dress dry-cleaned and practice our victory dance!