The Royal Wedding: A Fairytale PR Opportunity
Unless you’ve been hiding under a rock for last 5 months, you may have noticed the media frenzy surrounding the impending Royal Wedding. Whilst regular updates on the guests (Fergie has not been invited,) best man (Prince Harry, of course) and bridesmaids (small Royal children) have fuelled the nation’s anticipation, the real stars have been the creative minds behind the many opportunist PR campaigns.
Following the announcement of the engagement at Clarence House, QVC released the Epiphany Platinum Clad Diamonique Oval Cluster Ring, a replica of the engagement ring for snip of the price at only £34.42. VisitBritain created a royal wedding itinerary complete with a tour of St Andrew’s, where the couple “went from students to soulmates.”
Boutique Hotel, Ten Manchester Street, offered all engaged couples called William and Kate a complimentary afternoon tea with chilled bottle of champagne, and confectionary brand Swizzels Matlow, created a mosaic image of the couple using Love Hearts, though it takes a few minutes of to realise the couple is William and Kate.
Even toy brands got a piece of the action. At Toy Fair Sylvanian Families launched its Royal Wedding Celebration Set featuring two rabbits called Catherine Chocolate and William Balmoral, with the help of a Wills and Kate look-a-like for a photo call. Lego issued a series of images depicting their take on the big day using mini figures and building blocks to represent the monarchs and Westminster Abbey.
Topping the list of more bizarre announcements: Benidorm Tourist board invited the happy couple to honeymoon on the island with a promise of “unforgettable days very near of your British people.” Whilst Revolver Entertainment has gone to the lengths of producing a film – Will & Kate: The Movie – a fictionalised documentation of their love story, shot in LA.
So why has the wedding served PRs to well?
Firstly, love them or loath them, the Royals get column inches. Like a good celebrity brand ambassador they have high profiles and are of interest to both the media and the Great British public. Secondly, weddings are one of the few events that almost any brand can be linked to. From Travel and Tourism to Food and Drink, and everything in between, there is a Royal Wedding themed story within almost every industry.
Thirdly, it’s a celebration, and celebrations mean special limited edition offers, products and services i.e. something ‘new’ to approach media with. Another key factor is that details of the day have been kept under wraps meaning PRs can take advantage of the nation’s curiosity to speculate and make assumptions to help their clients take centre stage.
Although it might seem like an easy target, securing standout coverage with a Royal Wedding-related campaign takes skill and PR nous. This has been demonstrated by the varying success of the stories over the last 5 months.
All that’s left for Wills and Kate to do is say “I do,” marking the start of their happily ever after, and the end of the PR coverage fairytale.