Case Study
World’s Oldest Choir
Case Study
World’s Oldest Choir
The World’s Oldest Choir for Runwood Homes
Runwood Homes is the UK’s sixth largest for-profit care home group in the UK. After starting a choir for residents within its Warwickshire homes, it came to Big Bang PR to turn its ambition of getting a Guinness World Record title into a reality.Objectives
Amplify the world record attempt to shine a light on Runwood’s commitment to resident’s wellbeing. A secondary objective was to encourage others to join a choir in order to improve health and wellbeing.
Approach
We led the partnership with Guinness World Records so knew what was needed to win the title. Runwood’s choir, called The Prime Timers, had to have an average age of 93 and needed to release a single before the record attempt.
Using Christmas as a festive hook for heartwarming stories, Big Bang PR organised a Christmas concert for the Prime Timers Choir to attempt their record in front of family, friends and the world’s media. We partnered with BBC Morning Live for an exclusive behind-the-scenes look at the choir’s rehearsals, and secured the involvement of singer Tony Christie to help deliver showbiz coverage as well as news. The concert provided great visuals for a heartwarming story that brought a tear to the eye days before Christmas.
Results
The choir dominated the news agenda for 24 hours, and generated prime time coverage across major BBC outlets such as News at Six, Morning Live, Radio 4 The World Tonight, Radio 5 Live drive time and BBC World Service. The ultimate proof that the campaign had an impact was a letter from a care home in the Netherlands saying the activity had inspired them to start a choir.
World record title
Broadcast hits, including BBC and ITV evening news
Million reach
Coverage referenced Runwood’s quality of care
PublicIty achieved across
