Celebrity sells
We live in an age where celebrity sells. If
Colleen buys it, we buy it. If Colleen bins it, we bin it. If David
Beckham looks good in it, then so will we.
Someone who has used the public's obsession with celebrity (and
desire to be a part of it) to amass a personal wealth running into
tens of millions is Katie Price, or Jordan as she is better known
to readers of lads' mags.
As a successful model/author/TV star/perfumer/hair-care range
manufacturer/horse welfare expert (there is more, I'm sure)
Price proves that attaching the right name to the right product
will make it sell.
One of the clients I work on at Paver Smith is Michelin starred
chef Paul Heathcote's restaurant portfolio (www.heathcotes.co.uk).
His London Road restaurant in the affluent Cheshire suburb of
Alderley Edge is popular with WAGs Alex Curran, Abigail Clancey,
Sheree Murphy and a host of other tabloid favourites. And why
shouldn't it be? The food is first class, the service flawless
and the surroundings second-to-none.
I am currently handling the PR for a series of monthly Champagne
Evenings at London Road. On the first Tuesday of every month, you
can enjoy a five-course meal with four glasses of specially
selected champagne for £60.
Surely an offer that would sell itself? Yet my press release still
included a line about being popular with WAGs because - consciously
or not - we all buy into the idea of celebrity. We like to know
that, for one night at least, we share their lifestyle. We're
choosing from their menu.
And, unlike her recent debacle at the Cartier Polo International (
http://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article4438798.ece),
Katie Price will always be welcome at London Road.
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