John Crane's Search for a Star draws thousands

Campaign proves to be a marketing success as toy firm finds its new star.
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The search is over for John Crane's next top child model, after its campaign attracted thousands of entrants.

Maria Slater has won a professional photoshoot, £300 worth of John Crane toys and will appear in the company's 2013 catalogue, website and on some Tidlo packaging.

John Crane advertised the Search for a Star competition in consumer titles like Good Housekeeping and Practical Parenting, and drew over 2,500 entries.

But that's only half the story. By asking entrants where they heard about the competition, John Crane has received useful data to help it plan its marketing spend for 2013.

The company's marketing manager, Helen Davis, said: "We were delighted with the amount of entries, they were all of such a high standard it made judging very difficult.

"It’s been a great campaign for John Crane Ltd, and as we utilised over ten of the top women's/parenting publications to promote the campaign, plus all social media platforms, we now have some excellent data on what mums are actually reading and taking notice of.”

Tidlo is John Crane's own-brand line of toys.

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