Case Studies

Army Benevolent Fund:
The World's Biggest Curry Lunch

Page Relations Ltd was the retained PR consultancy for the Army Benevolent Fund Lord Mayor’s Curry Lunch in April 2008. The brief included working with a design agency The Design Unit to create a new identity, corporate literature and a micro-site for the event.

The media relations strategy had two main objectives; to increase ticket sales and to raise awareness of the charity and its work. The coverage received reflected these aims with diary items in the Times and Evening Standard and a series of promotional features in the Metro and City Am linked directly to fundraising targets, (download pdf of media output). Outcomes achieved included a series of local radio interviews and regional media.

Page Relations Ltd was also responsible for liaising with the press team at Clarence House, managing the host photographer and broadcast teams and overseeing the key elements of the event. We were also the key contact with production company Twenty Twenty who were filming the event and pre-event preparation as part of a series for Channel 5 called “Army Chefs”.