We took the tested and approved approach of announcing the launch of the competition in two stages, followed by a shortlist and winner bursts of activity.

There was additional focus on securing the image and video assets required to ensure that coverage was ramped up in the key areas specifically; upweighting media relations for the earlier phases of the campaign and also building in a final call out for entrants during the announcement phase presenting a further media burst that had impactful results.

National and regional coverage came flooding in at each stage, with the competition coming to an end with the exclusive reveal of the winner on prime time telly.

To land more coverage with our key target media, we:
Gave it greater broadcast appeal
- Placed storytelling at the heart of activity, packaging up broadcast worthy video assets for every phase of the campaign
- Arranged an exclusive with The ONE Show to announce the winner

Created stronger regional angles
- Invested more in capturing photography assets with regional finalists
- Targeted regional releases to make the most of local support for each finalist

The resulting coverage saw two thirds of outlets mention Cuprinol in association with the competition.