www.maxim-pr.co.uk
News 1995-2015
Anniversary special
Maxim marks 20 years of success
Animal crackers – the Maxim team will always put their necks on the line for their clients: Page 3
A Tunbridge Wells company is marking 20 years in business after an unexpected reunion led the directors to set up Maxim PR & Marketing. Former journalist Philip Jones and Andrew Metcalf, then of Kent County Council’s Economic Development department, started the agency in 1995.
Previously neighbours, they had lost touch but met again when Andrew bumped into Philip at a business meeting. Just six months in and based in a tiny office, they took on their first employee, Alison Hardy, who is still with the agency today. Philip explained: “Fortunately we knew fairly early on that we had done the right thing as people were coming to us with work. That doesn’t mean we didn’t have a few sleepless nights though, especially when we started to expand the team and became employers.” Within a few years Maxim – the ‘PR & Marketing’ was dropped in 2004 – had moved to larger premises, taken on more staff and had some prestigious clients on the books including National Power, the Learning and Skills Council and the developers of Kings Hill.
How chance meeting led to formation of agency
“The shortened name came about when we realised that services had expanded,” said Andrew. “We were taking on a lot more public affairs work and community engagement also became a focus. Media relations is still at the heart of what we do but even that has changed beyond recognition over the last 20 years.” In 1995 the company had just one shared email address, hard copies of press releases were mailed – sometimes in their hundreds – with a printed photograph, pitches to journalists were always made by phone and there certainly wasn’t any social media to consider. As Maxim grew so did the agency’s client list. Over the last two decades they have worked for many organisations including Visit Kent, London Array, E.ON, Business Link, Pfizer, Kent Science Park, Locate in Kent, the University of Greenwich and RWE Group. Andrew added: “I think we knew the agency was a real success when we realised the word had Continued on Page 3
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Inside
Who are the experts judging the first Kent Press & Broadcast Awards?
Page 3
Pets, Prime Ministers and grumpy sports heroes
Pages 4 & 5
20 years on: Andrew Metcalf and Philip Jones recreate the picture on the Pantiles that marked the start of Maxim
www.maxim-pr.co.uk n 01892 513033
Meet Maxim’s longeststanding client
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Thank you for being a part of Maxim’s story Reaching 20 years is a milestone every business should celebrate. And in true Oscar-style, there are a lot of people we should thank – people who have helped shape Maxim into what it is today. This includes colleagues who have worked or are still working at Maxim Towers, our many clients and suppliers, our families and our friends in the media. The PR and marketing world may have changed beyond recognition since those heady days in 1995, but the essence of our profession is still the same. It’s about working hard, being creative, building positive relations with the media, and remaining totally focused on delivering for our clients. To friends past, present and future we thank you and look forward to the next 20 years.
Contacts
Andrew Metcalf Director andrew@maxim-pr.co.uk
Philip Jones Director philip@maxim-pr.co.uk
Alison Hardy Account Director alison@maxim-pr.co.uk
Rachel Knight Account Director rachel@maxim-pr.co.uk
Andy Rayfield Account Director andyr@maxim-pr.co.uk
Erica Jones Senior Account Executive erica@maxim-pr.co.uk
Sue O’Reilly Office Manager sue@maxim-pr.co.uk
Maxim PR & Marketing Ltd, Grosvenor Lodge, 72 Grosvenor Road, Tunbridge Wells, Kent TN1 2AS Tel: 01892 513033; email: hello@maxim-pr.co.uk Twitter: @Maxim_PR Facebook: www.facebook.com/MaximPR Google+: plus.google/+Maxim-prCoUk Pinterest: www.pinterest.com/maximpr Linkedin: Maxim-PR
Extended team: The world’s largest operational offshore wind farm
Personable, connected
Being able to draw on Maxim’s extensive historical knowledge of London Array, along with their involvement in maintaining important relationships with our stakeholders and the surrounding community, has been an enormous asset over the past year. Their personable style and industry knowledge, together with their network of contacts, ensures that they constantly deliver great results in a timely manner. They always make themselves available (even when they are on leave!) to answer an e-mail or provide instant support on the other end of the phone. Working with Phil and Erica is a pleasure – professionally and personally. I regard them as part of my extended team which helps me deliver and get the job done. Gail Lewin Media and Public Relations London Array
as pleased as we are when something goes well. Nick Yandle Chief Executive Gallagher Group
Very much on our team
Before appointing Maxim, we had no formal marketing strategy and very little marketing material available. That has completely changed and we now have a 12-month plan in place. Maxim is essentially our marketing department and we consider them very much a part of our team. Leads have been created, which we’ve been able to convert to sales, as a direct result of the marketing activity carried out by Maxim. We are provided with a full service which means I don’t have to worry about any of the day-to-day decisions. The team is knowledgeable, organised and fun to work with. Chris Jones Managing Director Lappset UK Ltd
Expert help is on hand More than a PR agency We are quite ‘hands on’ with public relations and public awareness activity but we recognise that there are times when experienced expertise is needed with things such as drafting statements, organising consultation events, liaising with the press and designing and implementing a communications campaign. Andrew and the team at Maxim do this in a manner that fits with us. They have got to know what makes us tick, and operate in a fashion that is an extension of us, not making us a version of them. They assist by being a prompt with a small news story we might have overlooked through to putting on a two-day large-scale exhibition. They are keen and enthusiastic and seem
When you work with Maxim you get far more than just a regular PR agency. Maxim delivers a dedicated team of people with skill, knowledge, imagination and enthusiasm. Not only that, you also get a bunch of people who are fun to work with and who fit seamlessly into your project. It’s like having your own in-house team constantly on call, but without the hassle. Mary Gallagher Stakeholder Manager EEW UK Ltd
Communication with a purpose
Picture: London Array Ltd
Consistent coverage
Having worked with the team at Maxim for a number of years it is very clear that they have a tried, tested, and creative approach to media relations, which delivers strong and consistent editorial coverage. Combine their PR expertise with their thorough understanding of the county’s economy and political landscape, and it is clear why their support is frequently called upon across Kent and the South East. Paul Wookey Chief Executive Locate in Kent
Protect our interests
We have worked with Maxim for 20 years and continue to be happy with the quality of service provided. The team understands our business and is always on hand to support and advise us. Most importantly, we know we can trust them to protect our interests at all times.
Caroline Binns
Associate Director
Marketing & Leasing
Liberty Property Trust UK Ltd
Understand our sector
To date, Maxim is one of the best PR agencies I have worked with. They understand the further education sector and get results. Graham Razey Principal East Kent College
Maxim: The kings of the PR jungle Work may be a serious business, but you’ve just got to have fun sometimes, and from messing around with ‘animals’ to visiting (the real) Father Christmas, there’s been plenty of it during Maxim’s first two decades.
The most recent animal encounter saw Erica take a boat trip along the Thames with a client dressed as a lion (you wouldn’t believe the health and safety requirements involved), but staff themselves have willingly dressed up too. In particular, one employee did a stint as a bananawielding gorilla, and Andrew proved he’s head and shoulders above the rest when trying on a giraffe’s head. Both were
Animal magic: From top, Maxim gorilla; Andrew sticks his neck out; Erica and Langdon the Lion
showing off our ‘natural instinct for marketing and communications’ at B2B events, but networking costumes can be more subtle, as demonstrated by batgirl Rachel one Halloween. Even when not in fancy dress Andrew and Philip have caused a stir, with the pair mistaken for Special Branch while scoping out photography sites ahead of a royal visit. And let’s not mention the time they appeared on the Pantiles as Georgian gentlemen… But it’s not just about how silly you can look. The aim is simply to get the message across in the best way possible – which is how Rachel took a trip to Finland and ended up meeting Father Christmas. In contrast, Philip has done a good job of getting himself added to Santa’s naughty list, making mischief for the staff of another client in the form of crisis management. The company in question rose to the challenge, but we’re still not sure how long it took their staff to forgive us for sending mock TV crews to their door to see how they deal with disaster. Not every brief can be given the light-hearted treatment, but whatever angle we take, we don’t hold back.
Forgotten passports and missing wheels
From page 1 spread and we gained clients outside of Kent. We’ve worked with the CBI, the Royal Institute of Chartered Surveyors, the Institute of Directors, and Investors in People across the South East, looked after the media relations for Clydesdale Bank’s southern region and supported Pfizer Europe as well as clients in Finland and Norway.” It hasn’t all been plain sailing and the pair acknowledge they have made a few mistakes along the way.
Philip said: “One of the worst experiences I had was early on when we were running a large exhibition. “We hadn’t checked the electrics properly, which led to all sorts of problems. These days we are incredibly prepared – you never make the same mistake twice.” Andrew has equally painful memories. He said: “On our first big job for KCC I headed for France without my passport – not something I’ll forget in a hurry – although I did manage to get there and back.
“Something I did try and forget was the night I had one too many and ‘stole’ kmfm’s 6ft high wheel of fortune from a charity fundraiser.” So what of the next 20 years? “The pace of change in our industry is extreme but we’ll continue to adapt and be successful,” said Andrew. Philip added: “We’ll be sticking to what we’re good at and continuing to promote our clients in the most appropriate way to meet their individual needs. We have a great team, so long may it last.”
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County’s best to feature in awards
Awards judge: Susie Boniface, Fleet Street Fox, is a judge of the Kent Press & Broadcast Awards
Judge: Patrick Fuller
Judge: Martyn Gregory
Judge: Dr Sarah Lonsdale
Host of the awards: Peter Sissons
This year, the best of Kent’s media are being recognised in a new awards scheme. Organised by Maxim, the Kent Press & Broadcast Awards celebrate the skills and expertise of the county’s journalists – whether they work in print, online, TV or radio. An independent panel of experts including national journalist Susie Boniface, better known as Fleet Street Fox, Haymarket’s Patrick Fuller, journalist and lecturer Dr Sarah Lonsdale and awardwinning TV producer Martyn Gregory, is judging the awards. Maxim’s Rachel Knight, who is leading the organisation of the awards, said: “We work with journalists every day and know they don’t always get the recognition they deserve; we thought it was time to change that. We want the awards to be a celebration of the Kent media and a positive way to recognise the hard work that goes into providing a news service.” Journalists working in Kent can enter 12 categories covering everything from specific campaigns and features through to design, social media, sport and online news. Hosted by Peter Sissons, who has a journalism career spanning 45 years, the awards scheme culminates in a ceremony taking place at The Spitfire Ground, St Lawrence, Canterbury. “We couldn’t run the awards without our sponsors so we’d like to thank the organisations that have chosen to support the scheme,” added Rachel. Sponsors, which each support a specific category, include Chapel Down, law firm Cripps, Digitom Ltd, East Kent College, FSB Kent & Medway, Kent Cricket, P&O Ferries, the Port of Dover and Southeastern. Latest news can be found at www.kpbawards.co.uk
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All in the planning
The visit of a government minister can be a valuable endorsement and opportunity to help raise your profile. Over the last two decades Maxim has helped secure, arrange and manage many a political visit for its clients. As well as ensuring the politician is fully briefed ahead of the visit, it’s vital that you also secure the right people for them to meet – the proverbial great and the good.
Fruitful endeavours
Measuring the value of a ministerial visit can be difficult, but it’s often priceless. Once briefed ministers can become true advocates. A visit to East Malling Research by the Rt Hon Hilary Benn, former Secretary of State for Defra, saw him speak glowingly in the House on the science
being undertaken in Kent. His successor, and a host of junior ministers, subsequently visited.
From hosting prime ministers to d
Plane speaking
With South East aviation capacity high on the agenda, Manston Airport, when operational, was eager to engage in the debate. It hosted a visit by the Transport Minister, the Rt Hon Simon Burns MP, at which Maxim managed the media.
Money matters
When Chief Whip the Rt Hon Michael Gove visited Essex to announce a further £19.4m of funding support, South East Local Enterprise Partnership called in Maxim to work with the Cabinet Office, BIS and partners to promote the good news for Essex, Kent and East Sussex.
Top tips for organising a ministerial visit
1 Know what you are trying to achieve from the visit. Ask yourself: Why should a minister spend time at your organisation?
2 Identify the most appropriate minister. Put together a concise letter of invitation. Engage with your local MP as they can be an excellent conduit to a minister.
3 Is your company a shining light for a specific industry? Working with your industry’s trade body could improve your chances of securing a visit by highlighting a business issue.
4 Decide who else to invite. The minister’s office should notify the local MP of the visit, but it’s best to check.
5 Brief the minister’s office so they understand the timetable and what they’ll be seeing, and consider whether there’s a specific ‘ask’ of the minister, and how to get their support.
6 Liaise with the minister’s press officer and make sure they are happy for the press to be invited. If it is appropriate, book a photographer and prepare a press release to distribute to the relevant media after the minister’s visit.
7 If all this sounds daunting, or if you’ve just found out you’ve got a ministerial visit on the horizon, the final tip is give Maxim a call.
Connecting stakeholders with the information they need
Ever ready to ris Ministerial duties: Maxim handled media relations when Peter Mandelson and Prime Minister Gordon Brown visited Kent Science Park, near Sittingbourne
It was in 1996 when Tony Blair, then leader of the opposition, came to Kings Hill, in a visit organised by Maxim’s Alison Hardy. Accompanied by Alastair Campbell, the future prime minister declared the mixed-used community an excellent place for people to live and work.
The politician’s failure to bring his speech also provided a good opportunity for Canon UK – one of the companies he was visiting – to demonstrate the worth of their fax machines. For Gordon Brown, it was explaining what the Government was doing to help businesses weather the credit crunch that prompted a visit to the county. With Peter Mandelson at his side, the prime minister struck an upbeat note, saying: “We should be confident of our future, because our basic skills, our basic strengths, our scientific genius and also our stability are a good guide
Prime ministers, an oversized lion, the country’s first Angry Birds theme park and a campaign for Vatican reform. Maxim’s 20 years have been enjoyable and challenging
to how we can do well in the future.” The visit was a golden PR opportunity enjoyed by Andrew Metcalf, who handled the media relations for the visit to Kent Science Park. It was a very different event that had Alison manage the launch of Manchester United’s own-label Champagne. The day saw Alison ferreting out the club’s star footballers and rubbing shoulders with scantily-clad models (for more on this see Sport). Another of Alison’s projects involved promoting cocktail cherries. To the admiration of her colleagues she even managed to write an eminently readable 1,000-word feature for a national magazine on the central role cherries could play in the Christmas kitchen.
For Philip Jones, an encounter with rugby stars while managing the PR for the National Power Festival of Youth Rugby was a far less enjoyable experience. “The festival was a big sporting event and a number of well-known players had agreed to attend,” said Philip.
“Among them was Martin Johnson, who certainly looked as though he had had a very late night and could think of better things to do with his Sunday morning.
“He’s a big bloke and in cranky form he was terrifying. After he’d glowered a couple of times for the camera, I decided it might be wise to leave him alone.” Far more gentle was a project carried out shortly before the resignation of Pope Benedict XVI. Maxim was
difficult sporting heroes, it’s never dull at Maxim
Flying high: The launch of Angry Bird theme parks for Lappset attracted remarkable press interest (above)
Period piece: Phil and Andy dress for investors in People success (above);
If the clog fits: Rachel puts her foot, and everything else, in it, while on a media trip to Europe
se to a challenge Stiff upper lip: Maxim’s men bristled for Movember, Andy Rayfield included
contacted by a group of liberal Catholics, led by Dutch theologian John Wijngaards, seeking to encourage reform within the Vatican.
Working to a tight timetable and with a limited budget, Maxim organised a press launch in the House of Commons, secured the attendance of national politicians and achieved national and international coverage.
For Prime Minister David Cameron, it was the prowess of British businesses that was the central theme of his speech when he formally inaugurated London Array, the world’s largest operational offshore wind farm, in July 2013.
The media side of the event took place over two days. Journalists from around the world came to Thanet for a pre-visit to the wind farm – by boat or helicopter – before the official opening .
Andy Rayfield ran the press room while Philip liaised with Number 10 and set up media interviews.
“It was a crazy couple of days but great fun,” said Andy. “The logistics of the event were extraordinary and we were dealing with the competing demands of dozens of journalists – local, national, broadcast and trade from across the UK, mainland Europe and the Middle East – but the coverage achieved was truly phenomenal.” There was also a remarkable amount of press interest when Rachel Knight oversaw the launch of Angry Birds theme parks in the UK on behalf of her client Lappset. The event, organised by Maxim and held at the Residence of the Finnish Ambassador in London, resulted in more than 100 of the world’s major media outlets covering the story including the BBC, The Times, The Telegraph, Reuters and Metro International. In another animal-themed promotion, Erica Jones travelled by boat down the Thames with Langdon, the lion mascot
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for an educational programme to introduce primary school children to engineering. As well as directing the photography and filming, Erica’s role was to ensure the human within the Langdon costume – with its oversize feet, large head and limited vision – didn’t fall overboard as he pointed out the different bridges along the river. “It had to be one of my best days at work ever,” said Erica. “Being the guardian of a lion is a scary experience, but the satisfaction of seeing everything come together, and the joyful reactions of the children, made it all worthwhile.” For Andrew, variety is the spice of life, and unusual assignments are to be embraced. “No matter what the challenge, Maxim has risen to it whether it is organising events, promoting professional practices, dealing with politicians, managing a crisis or grabbing the attention of the media,” he said.
Even the pets can be roped in to help
Relationships with the people who matter
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In numbers 3
The times we’ve moved offices since 1995; also Sue’s lucky number
20
The years we have been in business
4
The number of daughters Phil has had since the business began
19
The years Alison has been with Maxim
59
The bookshops visited by Erica in 2014
2
The number of fingers Andrew types with
18
Maxim pets (3 sheep, 3 cats, 5 hens, 6 dogs, 1 rabbit)
6
The core services we offer
23
The years Andy was a journalist before joining Maxim
12
The categories in the Kent Press & Broadcast Awards
1
Our Google ranking for ‘Kent PR agencies’*; also the colleagues Rachel has married
24
The number of people who have worked at Maxim
911
Andrew’s much-missed Porsche
2076
Our followers on Twitter* *As at March 2015
Helping get the ball rolling at Kings Hill Iconic art: One of Maxim’s first jobs for Liberty Property Trust at Kings Hill was the unveiling of A Different Ball Game
They were one of Maxim’s first clients, and it is a relationship that has endured for 20 years.
Liberty Property Trust is the developer behind Kings Hill, a project that was taking its first steps in the world at the same time Maxim was born. Account Director Alison Hardy has worked with Liberty from day one. “In that time I have seen it grow from a barren airfield complete with runway, hangars pock-marked with bullet holes and a rather sad looking art deco control tower, to the vibrant mixed-use community it is today,” she said. “I remember the care that was taken to preserve the resident wildlife while development was going on. Wild orchids were moved, birds of prey found new nests, and acres of ancient woodland and heathland were preserved for posterity.” One of Maxim’s first jobs was the unveiling of the silver ball sculpture, A Different Ball Game, that has become synonymous with the development. Artist Kevin Atherton created the figures supporting the ball from body casts taken from Kings Hill’s then project director Jim Lutz, a local mother and a student. All three were present at the unveiling. The hardest task was finding enough red ribbon to tie around the
sculpture’s not inconsiderable girth and then tying a huge bow during a raging snowstorm. “I was there to help welcome the first residents at Kings Hill,” recalls Alison. “We gave them tickets for Le Shuttle, which had also just opened and seemed so sophisticated and unbelievable at the time. “There was huge excitement when we found the first person to live and work at Kings Hill. The Daily Telegraph devoted a whole page to the story. Shortly afterwards the golf course was created and the first school opened.” As the development started to take shape Maxim invited the then Leader of the Opposition Tony Blair
to visit. He arrived by helicopter with Alastair Campbell and aide Anji Hunter, only to realise he had left his speech behind in London. The first port of call was Canon, who had an office on Kings Hill and no shortage of fax machines, and it was duly delivered. He made his speech in Canon’s office – much to the embarrassment of one of their staff who was on the phone at the time discussing photocopiers with a client. As Kings Hill is a former military airfield, developer Liberty Property Trust has always been at great pains to preserve the site’s history. “Several sculptures commemorate this and I was totally star-struck
Airfield roots: Neville Croucher returns to Kings Hill
Helping you to spread the word
when legendary actor Richard Todd, who played Guy Gibson in The Dambusters, came to unveil the Running Airman statue,” said Alison. Guy Gibson had been based at the then RAF West Malling for a time during the war. In 2013 Liberty organised a special commemorative event for the 70th anniversary of The Dambusters. Warrant Officer Neville Croucher, who was 89 at the time and had been based at the airfield during the war, was one of the guests of honour. Alison said: “Neville had been a Hurricane pilot but had always wanted to fly a Spitfire and when one performed a ceremonial flypast the look on his face was quite magical.” Today, Kings Hill is a bustling community with more than 200 firms in the business park providing some 5,000 jobs, and 2,750 homes. Planning permission has been granted for a further 635 homes, a primary school – the third at Kings Hill – an extension to the community centre, additional allotments, trim trails and pitches for Kings Hill Sports Park. Land will be gifted for a place of worship. “Kings Hill was recently named by the Daily Telegraph as one of the best places to bring up a family and I am so pleased I have been able to be a very small part of its development,” said Alison.
A fair wind powers energy clients
Prime Minister’s visit highlights agency’s record in renewables
A client since 2006, London Array’s inauguration saw the keynote speech given by Prime Minister David Cameron, and media flying in from around the world. Interest in the project continues to remain strong, with ongoing national and international coverage as well as regular articles in the local and trade press. London Array is the most high profile of the renewable projects that Maxim has worked on. Others have encompassed onshore wind, solar farms, and waste-to-energy plants. “We have a long record in the energy sector with one of our very first clients
being National Power, which retained Maxim to look after PR, community relations and public affairs for its power stations in Kent and Essex,” said Philip Jones. “Although these were conventional, fossil-fuelled plants, they were a stepping stone into renewables as the sector diversified into lower carbon power generation.” The company’s first renewables project was the 26-turbine Little Cheyne Court wind farm on Romney Marsh. It was opened in 2009 by Ed Miliband in his then role as Secretary of State for Energy and Climate Change. “The planning process turned into a bit of a battle with a number of die-hard opponents determined to fight it every step of the way,” said Philip. “But we got there in the end and one of the reasons was a large number of people were so convinced by the merits
of the scheme that they took the trouble to write letters of support.
“When it came to the public inquiry, it was one of the factors mentioned by the planning inspector in reaching his favourable decision.”
Political influence: David Cameron at the London Array inauguration. Picture: London Array Ltd
Other successes included helping to secure planning consent for anaerobic and pyrolysis plants in Hertfordshire, a solar PV farm near Sittingbourne and a large sustainable energy plant fuelled by hard-to-recycle waste.
The schemes were all approved by the local planning authorities. Maxim worked alongside planning specialists WtE Consulting on a number of the projects.
Director John Gallimore said: “I can safely say that the waste schemes I’ve done with Maxim are the ones with the lowest number of opponents by a long way.”
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I can safely say that the waste schemes I’ve done with Maxim are the ones with the lowest number of opponents by a long way
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The formal opening of the world’s largest operational offshore wind farm was a landmark occasion in Maxim’s work to promote renewable energy.
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Garnering support: Public backing (above) helped win the argument for Little Cheyne Court (left, picture: Ady Kerry)
We help you protect your reputation
Sport
Hardy’s star role at Utd The last place I ever expected to find myself was standing on the hallowed turf of Old Trafford in towering high heels and chatting to two Manchester United legends.
All the more surprising because my knowledge of the beautiful game is equal to my understanding of quantum physics – ie zero – and the only football match I have ever attended was when my son was aged eight and playing for the village team.
But find myself there I did and it all started when client Lamberhurst Vineyard was asked to provide private label Champagne for the club.
Reluctant sports fan Alison Hardy recalls her unlikely run out on the pitch at Old Trafford
A lunch at the vineyard, which is near Tunbridge Wells, was arranged and Alex Ferguson, other senior representatives of the club and celebrity fans invited for a Champagne tasting. A lively little number from Marne et Champagne was chosen and an official launch event organised at Old Trafford. I contacted all the key sports journalists and national
We take care of the organisation . . .
. . . you take care of your audience
newsdesks to invite them along, organised lunch at the club and set off for Manchester. Much to my delight, the place was bristling with journalists and cameras when I arrived – though I was less pleased that someone had invited a couple of scantily-clad models along – but at least it got us into the red tops! It was decided that we needed a couple of the current Manchester United players for the pictures and I duly set off for the players’ club room to ferret some out – difficult when you have never seen any of them! I strode into the room and asked confidently and loudly if there were any current members of the team there. Luckily, two very handsome chaps put up their hands and agreed to come for the photoshoot. It turned out they were star players Brian McClair and Gary Pallister and very charming they were too. We headed off to the pitch (quite exciting actually) and I marched onto the grass aerating it with my high heels – to be told off immediately by the groundsman. It was the year Manchester United won the League trophy and FA Cup and I was asked to hold one of them (can’t remember which but it was the big one) while we organised the shots. That night’s news covered the launch and the following morning every single national newspaper ran the story – though not all used the pictures with the models. I had been on a steep football learning curve and the client was delighted. It just goes to show that if you know how to handle the press you can organise anything! Also, cricket fans will be horrified to know that I was the one who went up to Richie Benaud at a party and asked him what he did for a living. Very self-effacingly he told me he was a sports journalist.
A true Tour de Force for Maxim
Ahead of the field: Australia’s Robbie McEwen crosses the line in Canterbury to win the Kent stage of the 2007 Tour
Back in 1994 when the Tour de France, the world’s largest annual sporting event, hit Kent for the first time, Andrew Metcalf was working for KCC Economic Development, his last major project before setting up Maxim. Thirteen years later, and Maxim was back in the saddle and tasked with coordinating and delivering the media relations work for Kent County Council, district partners and Visit Kent. Working across Kent, and closely with Transport for London and the Mayor of London’s press office, Maxim not only acted as a source of Tour information for the eager local press, but also hosted visits by travel writers and the cycling press, as well as the
Tour’s official broadcasters, Channel 4. An estimated three million spectators took to the streets of Kent and London to watch the 200 cyclists, the promotional cavalcade and support vehicles speed by, with a street carnival atmosphere in many towns and villages en route. Maxim also worked with KCC to develop a Go Cycle Kent campaign and get residents and visitors out on their bikes to safely enjoy the county’s many cycle routes. Research after the event showed that for every £1 invested, the county got £9 back. So you could say it was wheelie good for Kent.