Dulux Decorator Centre Apprentice of the Year

Client: Dulux Decorator Centre

The brief

To deliver a bigger and better Apprentice of the Year event – the seventh consecutive year of the Dulux Decorator Centre’s painting and decorating competition.

Objectives

  • Encourage 25% more competitors to sign-up
  • Boost new college applications by 10%
  • 40 pieces of media coverage in local and regional media

 

Activity

  • Ten regional heats were held at colleges across the UK
  • Heat winners along with the highest placed runner up then competed in a two day final to be awarded the title of ‘Apprentice of the Year’ at a gala dinner reception.

Result

  • 48% increase in applications from 2013
  • 15% of all applications received from new colleges
  • 50+ piece of local and trade press coverage achieved

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