License to PR led the organisation of Paramount’s annual PAW Patrol Awards with the goal of making it the most PAW-some awards event the brand had hosted to date. Recruiting celebrity mum of three, Vogue Williams, and bringing media partner Netmums on board to drive public entries and judge the awards in the three months leading up to the event, LtPR then led the celebrations at London’s Soho Hotel on Saturday 8th October where the six UK winners were honoured with trophies at the exclusive star-studded ceremony. This was attended by Vogue and her son Theodore who were joined by celebrity families including Lauren Goodger, Imogen Thomas, Joe Garratt, Shelby Trible, Amy Willerton plus some of the UK’s most popular parenting influencers.
The event garnered 10 national news articles across Daily Mail, The Sun, Daily Mirror and OK! with a combined reach of 485 million plus Vogue was interviewed beforehand by Heat, Sun Fabulous and the Irish Mirror. Social coverage posted by celebrities and influencers including Anna Whitehouse (Mother Pukka), Patricia Bright and Gemma Bird (Money Mum) on the day also boosted exposure with 80 pieces of social content reaching a combined audience of over 6 million.