Asian Women of Achievement Awards

Co-founded by Indian-born author and entrepreneur Pinky Lilani OBE in 1999, the Asian Women of Achievement Awards recognises the contribution of Asian women to Britain’s economy and society. By working closely with our client and event organisers, we raised the profile of the initiative which celebrates some of the best and brightest talent in the UK.

The challenge

The awards recognise the often unsung Asian heroines in business, social and humanitarian work. The initiative celebrates their achievements and valuable contribution to British life.

The challenge for our client was to raise the profile of the awards, attracting more women across more industries to enter for their moment in the spotlight.

The results

For the duration of the campaign from January to May 2014, we achieved:

96 pieces of coverage with an Equivalent Advertising Value of over £500,000 — over a third mentioned the headline sponsors’ involvement in the awards.

National coverage in print and online with the Daily Mail, Daily Telegraph, and Independent on Sunday.

Wide regional print and broadcast coverage of winners and shortlisted candidates, ranging from ITV London Tonight, BBC Radio Bristol, Liverpool Post and Dorset Echo.

The work

Told stories of the individual women by securing profiles for the shortlisted candidates and winners in local and national media.

Harnessed relationships with key Asian media to tap into their networks and encourage entries.

Hosted a number of these journalists at the awards, and facilitated interviews with candidates and winners.

Leveraged VIP attendance on the night by inviting photographers and diary editors from the Evening Standard and City AM to interview Cherie Blair, Miriam González Durántez, and Sarah, Duchess of York.

Asian women of achievement awards — featuring winners and featuring the Duchess of Cornwall
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