PLMR Advent identified a list of target contacts from national, regional and local media and put together a media invite.

To increase exposure, Advent hired PA Media to send a photographer whose photos would be guaranteed to go out on the wire.

We then worked alongside Dench and Branagh’s publicists and the council to confirm the running order for the day and how to coordinate the media and the public while the event took place.

Pre-event publicity was generated through a press release detailing Dame Judi and Sir Kenneth’s planned visit, which helped create a buzz in advance of the day.

On the day itself, PLMR Advent arrived in plenty of time to ensure the PA photographer knew his brief, vet media who turned up to allow them into the media area, and to help select photos to go out onto the wire.

We also made sure each media outlet had a chance to put questions to Judi and Kenneth and have plenty of room to film and photograph them herding their sheep.