Publicity among women requires high coverage media: TV for the national hype, massive local Outdoor in casting cities making the contest ‘talk of town’. The arena for competition is internet; medium of application and voting. The revelation campaign introduces the winner-girl enjoying the Glamour. This is achieved via omnipresence in all media where stars are found: in TV, Print and on the corners of every street-stressing glamour without forgetting where the star comes from: next-door.

Last but not least excellent results prove the power of the concept: 10.000.000 online-votes, more than 10.000 contest applications plus extraordinary PR coverage. Furthermore first business growth behind the winner campaign is seen (Index 106). Thus, the concept will be integral part of Pantene’s future communication. The trip’s not over yet…