Project Description

We were tasked to generate awareness of the inaugural WI Centennial Fair at the Harrogate International Centre, with coverage expected in relevant consumer, hobby and regional titles to help mark 100 years of the WI.

We worked closely with local exhibitors to support photography and media relations in the regional press and profiled exhibitors, speakers and celebrities associated with the event across the national and consumer titles.

Alongside media relations, we arranged ticket competitions, features, hosted a press office and organised a media photo call with famous WI members, the Calendar Girls, at the fair.

Key results

  • 68 pieces of coverage across online, print and broadcast between July and September 2015
  • 10 pieces of immediate and next day coverage following the Calendar Girls photo call
  • Arranged press interviews in the regional press and features in national consumer titles
  • Reached an audience of 31,763,642

*Calendar Girls image courtesy of Procter Photography


“Approach worked closely with our exhibitors, sponsors and target media titles in the consumer, hobby and regional press to achieve coverage and manage the press office, helping to drive ticket sales and event awareness ahead of the fair.

Arranging for the Calendar Girls to attend a photo call on the launch morning helped extend the buzz of the WI Centennial Fair launch, particularly in the regional press.”

Rachel Wood, Marketing Manager, WI Centennial Fair