November 2013 to June 2014 saw the inaugural year of Baileys’ sponsorship of the hugely respected Women’s Prize for Fiction. Celebrating the very best in women’s writing and bringing female story-tellers to ever-wider audiences, the Prize activity consisted of six key news spikes.
freuds’ responsibility was to craft and deliver the global communications framework for Baileys’ first year as Prize sponsor, involving the development, management and creative consultancy around the partnership, as well as production of numerous toolkits and ongoing activation support for the Western Europe market. freuds’ remit also comprised of the production of several high profile events, varying in size and culminating in the Baileys’ Prize awards ceremony, where 600 guests representing the great and the good of the arts and literature world, eagerly gathered to hear the winner of the 2014 prize.
Reaching fresh new audiences in 2014 in a host of consumer as well as arts titles, the BWPFF saw enormous success across print, broadcast and online – achieving more than 1,200 pieces of coverage across the eight month activation period.