Tour de Cash Generator – a nationwide campaign
Our remit for Cash Generator is usually focused on media relations and store events, however to celebrate opening of its 100th store, the leading high street retailer wanted to partner with a charity for a major fundraising campaign. Make-A-Wish Foundation was chosen - and Cash Generator pledged to raise £100,000 in just 24 months.
Mere PR was tasked with developing a campaign to raise the profile of the partnership and enable stores to fundraise locally. With Cash Generator selling bicycles and employees happy to put pedal power into action, Mere PR suggested a national relay-style charity cycle challenge and ‘Tour de Cash Generator’ was born.
To ensure all stores could participate, each one was tasked with cycling 10 miles. Mere PR developed a route that covered the length and breadth of the UK and saw participating cyclists leave one store and arrive at another to pass the baton in a race to the finishing line in Bolton, the home of the company’s first store.
Leading by example, managing director Julian Urry undertook his own cycle of 100 miles taking in the first store in Bolton and the 100th store in Brighton and raising £4,000 - what a good sport! Now a major annual event which takes in 90 stores and includes Europe, Tour de Cash Generator is well on the way to reaching its target. |
