Creativity is not just for photocalls

1. ~9~ Creativity is not just for photocalls

Lena Martynova

2. ~Creativity for a launch party~

The tendency is to consider mainstream or established
venues, and this may not always be the most effective
approach.
When creative practitioner Mark Borkowski sought a venue for launching
a promotion for the Action Man children’s toy, he used a multi-storey
car park. By suitably dressing the location up, he created a unique location
for a media launch party.

3. ~Creative use of a personal name~

Hill & Knowlton creatively linked the product with the
crisp manufacturer’s well-established promotional
campaign with former England footballer Gary Lineker
‘Salt ‘n’ Lineker’

4. ~Creative use of spokespersons~

The choice of spokesperson for a campaign can provide added value to
the communication. What if none is available? Leeds-based Treats Ice
Cream found a solution and used the media itself as the spokesperson.

5. ~Creativity in the “worst day of the year”~

How do you make a creative idea for generating media coverage for a
travel company really stand out? One idea is to give your idea some
form of legitimacy and technical validity. The Porter Novelli
consultancy came up with the idea of an academic officially defining
the ‘worst day of the year’, which appropriately arose during the time
its client Sky Travel wanted to raise its profile for holiday bookings.
The campaign fulfilled its objectives of creating a voice for Sky Travel
during this key booking time and raising the company’s profile above its
competitors.

6. ~Creativity from someone else’s creative idea of the ‘worst day of the year~

Porter Novelli’s idea of ‘the worst day of the year’ also
provided a piggy-back opportunity for Andy Green’s
creativity consultancy creativity@work; he quickly responded
with a further news story response using the angle ‘you can
avoid being depressed on this day by being creative’, and
obtained extensive coverage.
Lisa Domnysheva

7. ~Creativity to make a mailing more memorable~

For a hotel client based in Kendal in the English Lake District, a small
piece of Kendal mint cake was attached to the news release as a way of
adding distinction to the new season’s launch mailing.
It was the
release that had
the Kendal mint
cake attached to
it

8. ~Creative use of gambling as an ‘insurance’~

PR consultancy Communique
When the England cricket
team seemed to be facing
yet another humiliation
against the touring
Australians, the
consultancy identified a
potential opportunity.

9. ~Creative use of an unusual event~

The installations became a haven for would-be
Hoegaarden drinkers during the summer with people
using the space to relax and unwind at lunchtime and
after work.

10. ~Creativity in event sponsorship~

To commemorate the deal, Frank persuaded legendary
snooker player Jimmy White to change his name by deed
poll to Jimmy Brown.