Models Plus
Media expertise
When the model agency Models Plus signed Chloe Marshall a young plus sized model their brief was that they wanted media exposure for Chloe so that she would be offered some lucrative modelling contracts.
We didn’t have much to go on until we found out that Chloe had entered herself into a local beauty contest. Our investigations found that where Chloe to win a few more rounds then she could end up competing for Miss England; and that would be news! There were however several issues: Time – in order to get the coverage, we had to act before Chloe got knocked out of the contest and there was only a couple of days before the event and Place – the local competition was far away from Fleet Street. No national journalist would bother to venture all the way out on the off chance.
Our Solution was to use our media expertise to convince a press agency to cover the event whilst we hit all the national newspaper newsdesks with a compelling story. We also decided that we would pre-empt any negative coverage about overweight teenagers by media training Chloe, so that she was prepared for any mean questions if there was media back lash
Result
We had exposure in all the national newspapers, with full pages in titles such as the Daily Mail and The Daily Mirror with follow up stories. Pick up on the net amounted to 112,000 stories. Chloe was on several television shows and was interviewed by international television stations. In total it was assessed that more than £5,000,000 worth of coverage was obtained – and yes, Chloe did have to respond to some negative pick up, which she handled brilliantly. The visibility we created for her meant that Chloe had her pick of modelling offers.