The PR Week Awards 2015
Premier | The PR Week Awards 2015

"Premier took home the coveted award for PR Event of the Year after creating the 'The Paddington Trail' for StudioCanal."

Premier is delighted to announce that it took home the coveted PR Week Award for PR Event of the Year after creating 'The Paddington Trail' for StudioCanal.

The following is taken from the PR Week Award brochure on the campaign:

The film studio needed to reintroduce Paddington Bear to family audiences while tapping into the heritage of the much-loved children’s character ahead of his film debut.

Premier created unprecedented film activation with The Paddington Trail, a series of 50 statues placed in key locations in London throughout November and December 2014. The campaign incorporated 50 brand sponsors, A-list celebrity ambassadors, partnerships with the NSPCC and a full digital strategy to deliver maximum engagement with the public. The result was StudioCanal’s most successful film release and the trail raised nearly £1m for the NSPCC.

The awards judges commented:

"This was a very integrated campaign – delivering NSPCC money and ROI for the client"

Premier would like to thank its clients, partners and all involved with this fantastic project. If you would like to find out more about the Paddington Trail do not hesitate to get in touch.

October, 2015

Premier (

+44 (0)207 292 8330

2 - 4 Bucknall Street London WC2H 8LA