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Synergy weekly PR picks: April Fools Day special

We love anything that makes us giggle during the morning paper reading at Synergy. And April Fools is that classic day of the year when you know at least 5% of the stories are fabricated (as opposed to any other day, when it is probably closer to 4.5%).

There was some confusion this morning over which were real, which were April Fools and which just your average crazy tabloid fodder. Is Cheryl Cole really going into Big Brother? Is it possible to be arrested for marshmallow assault? And how can gorillas learn from an iPad without breaking it? Err…

So, for your delight and amusement, we have chosen our favourites for today’s papers highlights. Enjoy (and don’t take too seriously).

Guardian: by royal appointment, launching Royal Wedding minute-by-minute blog coverage

This gets our top Award for effort today. Leading in paper (p2 & p36), The Guardian have, ‘in a historic step, shaking off years of mean-spirited republicanism’, launched a dedicated blog offering minute-by-minute coverage of the big event. Best of all, the blog does exist. And it’s hilarious. Prince Harry’s speech notes and Lego Royal Wedding are our favourite, but a must-read for today. (At the time of writing, the Lego mock-up had just been vandalised. Appalling).

New! magazine: Marmite partners with Vaseline

Marmite loves a good branded merchandise story and frequently hits the headlines around April 1st. This year, they’ve worked with Vaseline to deliver news of what is possibly the most revolting lip-balm flavour ever to be produced (or not, as the case may be…). Love it or hate it, it gets PR.

BMW Royal Edition advertising

Does anyone remember the completely brilliant BMW April Fools around the Election? When we were all offered the opportunity to change our roundel into red, yellow or blue, to proudly display our political allegiance? Well those clever bods at BMW have come up trumps again this year with the special Royal Edition BMW M3 Coupé, displaying the ‘Will’ marque. A must-have for every Royalist.

Telegraph: Wasps flying the flag of St. George on Twickenham rugby pitch

A combined April Fools story from Wasps, the RFU and Premiership sponsor Aviva, showed the entire Twickenham pitch painted in a giant cross of St. George in celebration of the upcoming fixture against Bath on 23rd April (St. George’s Day, obviously). A nice sponsor mention included the line that the game would be played with a special yellow ball – insurer Aviva’s striking brand colour. All rubbish of course. Here’s hoping that Twickenham Head Groundsman Keith Kent isn’t a Telegraph reader – or else that he has a sense of humour…

Sport magazine: Arsenal Mascot sent off

It is one thing to have the Mascot running into goal during training, but quite another to have him talking to the press about stepping into goal for real. That is, assuming that giant soft-toy dinosaurs can now hold press-conferences and, well, talk. The tell-tale Fools sign? ‘Pilar Lofo’ was the man inside the suit. Go figure.

By Lucie Bartlett on April 1st, 2011

Tags: Advertising, Aviva, Brand marketing, Communications, Media, Public relations, Rugby, Sponsorship, Sport, Synergy Papers

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Tweet homecoming with Dee Caffari

I’ve worked on Aviva’s sailing sponsorship of Dee Caffari, double world record breaking solo yachtswoman since 2005. Throughout the sponsorship I’ve followed Dee around the world not only once but now twice and have been lucky enough to see her hit front and back pages, achieve ‘Bongs’ on the ITV News at Ten and hit the BBC Breakfast sofa. It’s difficult to put into words the admiration you feel for someone who completes a feat as incredible as Dee’s, but I’ve had an amazing week so here’s my Twitter-style diary of what happened.

Sat 14 Feb – Val Day: Latest ETA = early Sunday. Spend most of day in press office with Kelly preparing press releases and liaising with media.

Sun 15 Feb: 11am meeting with three sailing teams to determine ETAs and logistics for getting three boats in to port within 12 hours of each other. Pretty unbelievable that three boats can be so close after 98 days sailing. 6pm – final team briefings for Monday arrivals. Prepare press releases, confirm VNR feeds and try to go to sleep. Wake up every half hour – very excited now!

Mon 16 Feb – morning: Up early but the wind has died so we wait for Dee until lunchtime. I’m getting seriously excited now, there are butterflies in my stomach. Jump in media RIB to be the first boats to see Dee and Aviva. As we see her over the horizon I feel tingles go down my spine. Her mainsail is wrecked. There she is, that big Caffari smile – she’s jumping around on deck. We’re about 10 miles from the finish. Come on Dee! An armada of security boats arrive to escort her to the line. At 13:12:27 Dee crosses the line – history made, first woman to sail solo non-stop both ways around the world!

Mon 16 Feb – afternoon: The boys jump onboard and take over, Dee’s sister jump on too – everyone wells up – this is seriously emotional stuff. She parades to the bowsprit with union jack in hand. The tides are not on our side so Aviva has to moor up outside Les Sables d’Olonne. Dee lights the first flares. Thousands of adoring fans are waving, cheering, all recognising her amazing achievement. We RIB media out to Dee and Aviva for the first face-to-face interviews. She’s on fire, you would never have thought she’d spent 99 days alone. There are no signs of tiredness, her tanned face is radiant and she’s obviously revelling in human contact. We whizz through the interviews and wait for the tide.

Mon 16 Feb – evening: 6pm French time and the tide turns, we start the trip up the channel into port. The sea walls are lined three deep in people waving yellow Aviva bang bang sticks. We reach the dock. Dee’s Mum comes onboard, the snappers go crazy, bulbs flash left right and centre! We head to the podium; Dee does the whole thing in French, she’s remarkable. We enter the press conference – there’s a standing ovation! Party time – we dance until the early hours. Skippers, sponsors, friends, family and fans all singing “Dee is the Champion of the World” – head is going to hurt tomorrow.

Tues 18 Feb: Yes, head hurts, but BBC Breakfast want her back on the sofa tomorrow. Planning commences to fly Dee back to the UK.

Wed 19 Feb: Dee and Sam Davies join BBC Breakfast on the sofa. Hit BBC Radio studios for live interviews. Head back to the office with Dee, met with more standing ovations. Dee heads back to France. Job done!

By Caroline Ayling on February 23rd, 2009

Tags: Aviva, BBC, Dee Caffari, ITV, Media, Public relations, Sponsorship

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Synergy weekly PR picks: April Fools Day special

Tweet homecoming with Dee Caffari

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