National News for a National   Treasure

MCC’s consumer division ran a three-month intensive campaign to promote the 30th birthday of the UK’s favourite saggy cloth cat. We were charged with ensuring the whole of Britain celebrated – kids, students, parents who remember him first time round, licensees, retail buyers… everyone!

MCC partnered with two major media organisations – the BBC (radio, internet, broadcast and print) and one national daily newspaper. Each channel was offered exclusive competitions and interviews with Bagpuss himself, his creators, the story behind the TV show and so on. To support this coverage, MCC undertook a nationwide radio and Internet interview campaign, with Bagpuss and his creators being interviewed on more than 15 regional and national radio stations from Carlisle to Cornwall.

We also developed a comprehensive trade PR and marketing campaign that achieved coverage across all of the major licensing magazines. One of the most successful aspects of the project, and one with which the client was exceptionally pleased, was our creation of a banner advertising programme. This snowballed into a campaign of its own and contributed revenue directly to the client… how many PR companies can lay claim to that?