‘Paddington Trail’ wins prize for Best PR Event at the PR Week Awards
On Tuesday 20th October Premier won the prestigious PR Week Awards for the Paddington Trail, hailing it as the ‘Best PR Event’ of 2015.
Background
Ahead of the Paddington film release in the UK Premier created ‘The Paddington Trail’ consisting of a series of 50 statues placed in key locations across London throughout November and December 2014.
The campaign incorporated 50 separate brand sponsors, A-list celebrity ambassadors, partnerships with the NSPCC and London & Partners.
The individual bears from the Trail were auctioned in December 2014 raising almost £1,000,000 for the NSPCC.
