Churchill Insurance has proved that you can teach an old dog new PR tricks after the star of its TV ads landed itself a role in pantomimes across the country this winter.
The nodding British bulldog is to tread the boards alongside popular pantomime celebrities, such as Torchwood actor John Barrowman, ex-EastEnders star Shane Richie and former Page 3 model Linda Lusardi, and will recite his trademark phrases of Oh yes! and Oh no!
Churchill will tender the thespian services of its puppet dog in a sponsorship deal with the UK's biggest pantomime producer Qdos Entertainment, believed to be worth tens of thousands of pounds.
The company mascot is set to appear in a number of children's favourites, including Robin Hood at the New Theatre in Cardiff and Sleeping Beauty at the Birmingham Hippodrome, with his movements performed by a hidden puppeteer and pre-recorded lines supplied by comedian Bob Mortimer.
Churchill's venture into pantomime may have cost the insurer somewhat more than a traditional PR campaign, where media exposure comes at no cost other than the PR agent's basic fee. Nevertheless, Churchill is to be congratulated for an ingenious and natural pairing that will bring valuable publicity and increased awareness of the brand.
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