1. Chiswick House Camellia Show Media Coverage
March 2015
Prepared by:
Lucinda MacPherson, PR Consultant
11 Rivercourt Road, London W6 9LD
Lucinda.MacPherson@gmail.com
+44 (0) 790 580 9488
2. 2
Lucinda MacPherson PR Consultant
Lucinda.MacPherson@gmail.com +44 (0) 790 580 9488
Contents
Summary............................................................................................................................................................................................. 3
Sunday Times 8 Feb 2015 .................................................................................................................................................................. 4
Daily Telegraph – Saturday 21
st
Feb 2015.......................................................................................................................................... 5
Daily Telegraph – Saturday 28
th
Feb 2015.......................................................................................................................................... 6
Financial Times 21/22 Feb 2015 ......................................................................................................................................................... 7
Daily Express Saturday 7 March 2015 ................................................................................................................................................ 8
The Lady ............................................................................................................................................................................................. 9
Optima Magazine .............................................................................................................................................................................. 10
TimeOut (1st article).......................................................................................................................................................................... 14
TimeOut (2
nd
article).......................................................................................................................................................................... 15
The English Garden .......................................................................................................................................................................... 16
The Garden ....................................................................................................................................................................................... 17
Plant Heritage.................................................................................................................................................................................... 18
London Town (1
st
article)................................................................................................................................................................... 19
London Town (2
nd
article).................................................................................................................................................................. 20
Chiswick and Brook Green (1
st
article) .............................................................................................................................................. 21
Chiswick and Brook Green (2
nd
article) ............................................................................................................................................. 22
Chiswick and Brook Green (3
rd
article).............................................................................................................................................. 23
Chiswick Herald................................................................................................................................................................................. 24
ChiswickW4 (1
st
article)..................................................................................................................................................................... 25
ChiswickW4 (2
nd
article) .................................................................................................................................................................... 26
Country Life....................................................................................................................................................................................... 28
Evening Standard.............................................................................................................................................................................. 31
Reckless Gardner.............................................................................................................................................................................. 32
Gardens Illustrated............................................................................................................................................................................ 33
Media Trust ....................................................................................................................................................................................... 34
ArtFund.............................................................................................................................................................................................. 35
All in London.co.uk ............................................................................................................................................................................ 36
Beaufort House ................................................................................................................................................................................. 37
Caper Green...................................................................................................................................................................................... 38
DoUK................................................................................................................................................................................................. 39
Facebook........................................................................................................................................................................................... 40
ForMums.Net..................................................................................................................................................................................... 41
Gardens to Visit................................................................................................................................................................................. 42
Get West London (1
st
article)............................................................................................................................................................. 43
Get West London (2
nd
article)............................................................................................................................................................ 44
Sixty Plus Surfers .............................................................................................................................................................................. 45
The Best of Hounslow ....................................................................................................................................................................... 46
The Kensington Magazine................................................................................................................................................................. 47
Where Can We Go............................................................................................................................................................................ 48
Kensington, Chelsea & Westminster Today ...................................................................................................................................... 49
Broadcast Coverage.......................................................................................................................................................................... 50
3. 3
Lucinda MacPherson PR Consultant
Lucinda.MacPherson@gmail.com +44 (0) 790 580 9488
Summary
Chiswick House and Gardens Trust asked me to devise and deliver a communications strategy
that ensured effective communication of their annual Camellia Show. The aim was to target
horticultural, heritage and tourism media and to secure listing and editorial coverage to help to
deliver an increased attendance target of 4,000 visitors (3,186 in 2014).
Due to budget restrictions, it was decided not to have a press launch but rather to concentrate on
sending the message out widely and actively selling in stories to targeted press.
The resulting coverage was wide ranging and prolific and the free entrance popular. The audience
target of 4,000 was exceeded in the first weekend of opening and the final attendance figure was
four times the target at approximately 16,000.
Coverage in national press included the FT, Telegraph (twice), Sunday Times (twice), Daily Mail
and Express. All of these articles appeared in their weekend editions, which meant they reached a
much higher readership than the daily papers.
There were several major features in national colour magazines such as a four page feature in
Country Life which used the photoshoot I had organised the previous year with the international
soprano Ailyn Perez taking up one page and three quarters, and the entire article covered five
pages. Optima magazine devoted a four page feature to the show and it was well documented in
garden publications.
It was also very well covered in local media, such as Time Out and The Evening Standard and
different features were published for three months running in the colour publication Chiswick and
Brook Green and two articles were published in Chiswick W4.com and Get West London amongst
other local media.
For the first time, the media mix included international broadcasters. OKHIWI Media, a London-
based media company provided footage to the official state news agency in China reported on the
show opening. The news was released on channel 515 on BSkyB and CNC TV news network.
It was shown, amongst other times and places, on Wednesday 4th March in CNC Lifestyle and
CNC Hourly News.
The Phoenix TV, one of the most influential TV stations in China, interviewed both Clare O’Brien
and Geraldine King. Footage appeared on the Europe China Journal at 8pm on Thursday 12th
March. Phoenix have six channels with an audience in excess of 250 million viewers worldwide.
The Telegraph photographic story of Lucy Bell preparing for the Camellia Show was shown and
discussed on the BBC’s Breakfast Show on Saturday February 28th. The daily reach for BBC
Breakfast is currently 6.8 million.
The Chiswick Calendar interviewed Geraldine King on preparing for the Camellia Show and then
ran another feature on the ArtFund walk which included the Camellia Show.
This also appeared on Chiswickw4.com, Chiswick’s local website with the largest audience.
Chiswick Buzz in The Camellia Show comes to Chiswick interviews Geraldine King and Roots
and Shoots about their contribution to the Camellia Show.
The following cuttings show some of the highlights of the coverage:
4. 4
Lucinda MacPherson PR Consultant
Lucinda.MacPherson@gmail.com +44 (0) 790 580 9488
Sunday Times 8 Feb 2015
50. 50
Lucinda MacPherson PR Consultant
Lucinda.MacPherson@gmail.com +44 (0) 790 580 9488
Broadcast Coverage
International
Xinhua News Agency
On Friday March 27th
a film interviewing both Clare O’Brien and Geraldine King was made by OKHIWI Media a
London-based media company providing news videos and features to, the official state news agency in China.
The news was released on channel 515 on BSkyB and CNC TV news network.
It was shown, amongst other times and places, on Wednesday 4th March in CNC lifestyle
(http://en.cncnews.cn/Live/) and CNC Hourly News ( http://live.cncnews.cn/index.html).
The Phoenix TV
On Wednesday March 11th
, a film interviewing both Clare O’Brien and Geraldine King was made by, one of the most
influential TV stations in China. It also has a European branch channel (785) for people who live in Europe and Africa.
Phoenix have six channels with an audience in excess of 250 million viewers worldwide. Footage appeared on the
Europe China Journal at 8pm on Thursday 12th March http://www.pcne.tv/episode/10442.
National
BBC Breakfast
The Telegraph photographic story of Lucy Bell preparing for the Camellia Show was shown and discussed on the
BBC’s Breakfast Show on Saturday February 28th. The daily reach for BBC Breakfast is currently 6.8 million.
Local
The Chiswick Calendar
The Chiswick Calendar, in Camellias interviews Geraldine King on preparing for the Camellia Show
http://www.thechiswickcalendar.co.uk/#!Camellias/cu5s/i68fsddv9
This also appeared on Chiswickw4.com the local website with the largest audience.
The Chiswick Calendar also filmed an interview with Clare O’Brien about the Art Fund walk which included the
Camellia Show and the future of the Chiswick House and Gardens Trust.
Chiswick Buzz
Chiswick Buzz in The Camellia Show comes to Chiswick interviews Geraldine King and Roots and Shoots about their
contribution to the Camellia Show.
