Brief
With 2020 marking the official 20th anniversary of TV’s most famous reality TV programme, Big Brother, we leveraged the opportunity tore-engage press with the show’s first-ever winner, Liverpudlian builder Craig Phillips. We wanted to establish him as a key speaker on rising to fame, showcase his expertise in tackling mental health and his versatile skills in DIY and building.
Delivery
Delivering an everyday talent management service to celebrity builder Craig Phillips, we positioned his unique and untold stories to the media re-connecting him with Channel 4, ITV and the BBC as well as other national titles. Craig’s down-to-earth and vibrant nature was actively embraced and he took part in over 200 interviews with radio, TV, online and print titles. During the countdown to Big Brother’s Best Show’s Ever hosted by Davina McCall and Rylan Clark-Neal in June 2020, Craig was able to share exciting new stories to the likes of Lorraine, Ok!, Cosmopolitan, Radio Times, Huffington Post, Digital Spy, Guardian and many more respected titles.
Outcome
Our communications interest actively gained Craig huge popularity to become an endorser and brand ambassador for the likes of renown estate agents Purple Bricks, whereby he presented an upcycling campaign for their website and YouTube channel. With 495+ features, we reached a total circulation of over 1.9B readers and viewers which also enabled Craig to be sought after as the go to host for a one-off TV show for Channel 5 named ‘How to Add £20K To Your Home’ also featuring Laurence Llewelyn-Bowen.
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