Red Letter Days
Red Letter Days
We worked with Red Letter Days to create a heartwarming PR campaign that would spread good cheer and create multiple press touch points for the brand in the run up to Christmas: a crucial trading period.
Inspired by the ageism and pigeon-holing that affects the older generation, the campaign centred on empowering older people to have the adventures they’ve always dreamed of, drawing attention to the importance of sharing experiences whilst shining a light on older people’s continued zest for life. We carried out polling to strengthen the story behind the campaign, before encouraging the public to nominate a deserving over-65 to win their dream Red Letter Day.
What we did
Strong press coverage in the Metro and Evening Standard, alongside a dedicated digital campaign, saw an influx of early nominations. We made six experiences happen over the course of November and December, demonstrating you’re never too old to live life to the fullest and fulfil a long-held ambition. These experiences created some golden media moments that captured press attention and high profile national coverage, whilst highlighting the brilliant activities offered by Red Letter Days.
When we arranged a Spitfire flight for an 85 year-old RAF veteran we secured coverage on the Mail Online, The Mirror, The Sun and ITV, alongside over 150 regional pieces. Journalists and film crews from ITV and the Press Association were vying for position on the day. We helped Britain’s oldest twins Lil & Doris relive their childhood dream of riding a steam train, shared with their thousands of social media followers and covered by MSN, Sunday People and Birmingham Mail to name a few. Over 200 pieces of coverage were published across the campaign in total, as we created exciting stories and unforgettable experiences for Brits up and down the country.
High profile celebrities over the age of sixty helped us spread the word through thought-leadership pieces and social posts to drive nominations, including Kim Woodburn, Gloria Hunniford and Anne Diamond. We placed their pieces in the Metro, Daily Express and the Independent respectively. Our campaign was also backed by notable sector organisations including Action for Elders and Age Space.
Widespread media coverage and nationwide support for the campaign saw close to 200 nominations make it onto our shortlist, encouraging people across the country to rethink their approach to gifting for the older generation and say #NoMoreSlippers.