launching the skillforce prince's award
Education charity, SkillForce appointed Liquid to launch its SkillForce Prince's Awards programme. HRH Prince William announced the award scheme in Lancashire at his last official event with Catherine Middleton prior to the Royal Wedding.
Working closely with St James' Palace and Clarence House, Liquid's challenge was to ensure the SkillForce message was not lost in the pre-wedding excitement and that all opportunities were maximised with a pre-announcement, media interviews on the day and follow ups. This continued on the day of the wedding itself with 15 media interviews undertaken outside Westminster Abbey with the world's press.
Print, broadcast and digital coverage was achieved globally - from Sky News Australia to the Boston Globe. All major news channels ran coverage of the Prince's speech and both broadcast and tabloid media in the UK mentioned the key messages of the award and the name and description of SkillForce.
A Royal patron doesn't always guarantee coverage - and there are issues around security and confidentiality. Launching the award during the frenetic build up to the wedding presented the danger of the message becoming diluted. By working closely with the Palaces and keeping the message short and simple, opportunities were maximised both during the launch and afterwards at the wedding itself.
