Winning PR Stunt cost less for Westons

A Westons Cider promotion, underwritten by Hertfordshire-based WorldWide Special Risks (WWSR), garnered extensive media coverage after a cricket fan won a £50,000 prize in front of 16,000 spectators at Trent Bridge.

As a sponsor of the England & Wales Cricket Board, Westons’ Stowford Press brand had offered customers throughout 2,000 pubs, in a six-month promotion, the chance to win some great prizes, including a chance to bowl for £50,000 during the recent England v New Zealand one-day international.

Four lucky contestants stepped out to the middle to bowl for the prize. They were required to deliver three balls in traditional style, on a full-length wicket at three stumps; if they hit with their first ball, one stump was removed; and, if the second ball was successful, the third ball would be delivered at just one stump. Three missed with their first delivery and it was left to Yorkshireman Chris Newall, who hadn’t played competitive cricket for 20 years, to try for the big money.

His success in doing so prompted wild scenes among the spectators and interviews with Sky Sports and the national media for the victor. Consequently there was also tremendous exposure for Westons’ Stowford Press brand, which was delighted to hand over the cheque to Newall.

Yet the cost of the promotion to the brand was negligible compared to the publicity it received as the £50,000 prize was covered by WWSR, in return for a prize insurance premium of just a fraction of the sum won.

To ensure the event ran smoothly WWSR provided a representative to attend and officiate at the event. And, when the prize was won, this presence ensured the claim was resolved quickly so the winner could receive his prize.

The promotion was organised by Nottingham-based The Together Agency, on behalf of Westons. Jonathan Turner, a partner at the agency, commented: “The promotion was a huge success from start to finish and the involvement and experience of WorldWide Special Risks ensured the final moments were memorable for all concerned. The coverage received by the brand was extensive and produced a very positive ROI.

“We would have no hesitation in using WorldWide Special Risks for future promotions as the company’s cover is so flexible we can use it in a number of ways.”

WWSR can insure promotional events in a number of sports including bowls, cricket, football, rugby, basketball, golf, ice hockey and many more