Sick to Death scoops major industry award
City’s social enterprise picks up another accolade for its work on local attraction
Sick to Death, Chester’s latest historic visitor experience, claimed the award for “Best Event, Stunt or Launch” at the Public Relations and Communications Association (PRCA) DARE awards following a campaign with Cheshire PR, social media and content marketing agency, No Brainer.
To mark the launch of the attraction, based on Chester’s city walls, the team worked with No Brainer to create a mystery plague doctor – wearing the notorious beak like mask - that was sent to prowl the streets of Chester.
Local residents took to Twitter and Facebook to share grainy images and videos of the cloaked figure lurking in popular areas of the city.
The city night crawler, dubbed the “Chester Plague Doctor”, landed regional and national press coverage with ITV, BBC, the Mirror, UNILad and the Daily Express speculating on the spooky sightings shortly before it was announced to be a stunt to help the launch the attraction.
The stunt generated thousands of visitors for the attraction in its opening weeks and was crowned the region’s best at the prestigious PRCA DARE Awards. The campaign beat competition from an eight-strong shortlist, which included nationally recognised brands such as Ferrari, Chicago Town and Rugby Super League.
Dean Paton, Managing Director at Big Heritage, joined the No Brainer team at a glitzy awards do hosted at the Radisson Blu Hotel in Manchester.
He said: “At Big Heritage, we work hard to engage local museums, schools and communities with our region’s world class history and we were keen for the launch of Sick to Death to make waves. It certainly did that.
“We couldn’t have asked for better results in terms of generating media profile and public interest…and we’ve not finished yet. All I’ll say for now is: ‘Watch this space!’”
Gary Jenkins, director and co-founder of No Brainer, said, “The launch of Sick to Death gave us an amazing opportunity to be totally creative with our ideas, and we’re grateful to Dean and the team at Big Heritage team for letting us take such an unorthodox approach to the campaign!
“It shows the power of social media to drive awareness and interest in organisations and attractions…. sometimes all it takes to achieve results is some creativity and a random fancy dress costume!”
For more information about Sick to Death please visit www.sicktodeath.org.