Unicorn Rising: Bailey of Bristol PR Stunt
DISCIPLINE
PR – Campaign management and media coverage
Brand positioning – Ambitious brand positioning exercise
Events – End to end management
TEAM
Paul & Toni
A high-flying, new Bailey Unicorn Vigo gave surprised tourists and Londoners a new perspective on caravanning as it was craned into the skies above London and carefully placed on the rooftop terrace of the One New Change shopping centre, overlooking St Paul’s Cathedral and the City skyline.
After craning a Ferrari onto the Heron building a few years previously, we took an idea to the Bailey team; let’s create the world’s ultimate caravanning pitch with one of the most iconic backdrops in the world.
To celebrate the launch of ‘The Unicorn’, we devised a campaign to place a caravan on top of One New Change to overlook St Paul’s Cathedral and take advantage of the spectacular views of London the rooftop offers.
It became the focal point of a pop-up City campsite, which celebrated the increased popularity of staycations and caravan sales.
‘Unicorn’ rising was an exercise in perseverance and ambition for the team at Tonic and our clients at Bailey of Bristol.
Press were invited to view the caravan and there was also the opportunity for members of the public to see the caravan in situ.
Devised in 2019, and subsequently paused by lockdown, this PR stunt and brand positioning campaign was one to be proud of. Tonic masterminded the full campaign, from brand positioning and PR to end-to-end event management including staffing, hospitality, branded merchandise and giveaways.
AIM
To celebrate the launch of ‘The Unicorn’, we devised a campaign to place a caravan on top of One New Change to overlook St Paul’s Cathedral and take advantage of the spectacular views of London the rooftop offers. It became the focal point of a pop-up City campsite, which celebrated the increased popularity of staycations and caravan sales. Press were invited to view the caravan and there was also the opportunity for members of the public to see the caravan in situ.
“Craning the caravan onto a London rooftop has been a great way to celebrate an exceptionally busy and challenging year for us all. We love doing events like this to challenge people’s perceptions of caravans and caravan holidays, and Tonic were the perfect team to help us achieve that goal”
Managing Director, Bailey of Bristol
