1995-2015

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Inside

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Pages 4 & 5

Page 6 www.maxim-pr.co.uk n 01892 513033

Maxim marks 20years of success

How chancemeeting ledto formationof agency

Animal crackers – the Maxim team will always put their necks on the line for their clients: Page 3

20 years on: Andrew Metcalf and Philip Jones recreate thepicture on the Pantiles that marked the start of Maxim

A Tunbridge Wellscompany is marking20 years in businessafter an unexpectedreunion led thedirectors to set upMaxim PR & Marketing.Former journalist PhilipJones and Andrew Metcalf,then of Kent CountyCouncil’s EconomicDevelopment department,started the agency in 1995.Previously neighbours, they hadlost touch but met again whenAndrew bumped into Philip at abusiness meeting.Just six months in and based in atiny office, they took on their firstemployee, Alison Hardy, who isstill with the agency today. Philip explained: “Fortunately weknew fairly early on that we haddone the right thing as peoplewere coming to us with work. Thatdoesn’t mean we didn’t have a fewsleepless nights though, especiallywhen we started to expand theteam and became employers.”Within a few years Maxim – the‘PR & Marketing’ was dropped in2004 – had moved to largerpremises, taken on more staff andhad some prestigious clients onthe books including NationalPower, the Learning and SkillsCouncil and the developers ofKings Hill.

“The shortened name came aboutwhen we realised that services hadexpanded,” said Andrew.“We were taking on a lot morepublic affairs work and communityengagement also became a focus.Media relations is still at the heartof what we do but even that haschanged beyond recognition overthe last 20 years.”In 1995 the company had just oneshared email address, hard copiesof press releases were mailed –sometimes in their hundreds –with a printed photograph, pitchesto journalists were always made byphone and there certainly wasn’tany social media to consider.As Maxim grew so did the agency’sclient list. Over the last twodecades they have worked formany organisations including VisitKent, London Array, E.ON,Business Link, Pfizer, KentScience Park, Locate in Kent, theUniversity of Greenwich and RWE Group.Andrew added: “I think we knewthe agency was a real successwhen we realised the word had

Continued on Page 3

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Who are the experts judging the first Kent Press & Broadcast Awards?

Pets, Prime Ministers andgrumpy sports heroes

Meet Maxim’s longest-standing client

Anniversary specialwww.maxim-pr.co.uk

Personable,connectedBeing able to draw on Maxim’sextensive historical knowledge ofLondon Array, along with theirinvolvement in maintaining importantrelationships with our stakeholdersand the surrounding community, hasbeen an enormous asset over the past year. Their personable style and industryknowledge, together with theirnetwork of contacts, ensures that theyconstantly deliver great results in atimely manner. They always makethemselves available (even when theyare on leave!) to answer an e-mail orprovide instant support on the otherend of the phone. Working with Phil and Erica is apleasure – professionally andpersonally. I regard them as part ofmy extended team which helps medeliver and get the job done.

Gail LewinMedia and Public Relations

London Array

Expert helpis on handWe are quite ‘hands on’ with publicrelations and public awarenessactivity but we recognise that thereare times when experienced expertiseis needed with things such as draftingstatements, organising consultationevents, liaising with the press anddesigning and implementing acommunications campaign.Andrew and the team at Maxim dothis in a manner that fits with us. They have got to know what makes ustick, and operate in a fashion that isan extension of us, not making us aversion of them. They assist by being a prompt with asmall news story we might haveoverlooked through to putting on atwo-day large-scale exhibition. Theyare keen and enthusiastic and seem

as pleased as we are when somethinggoes well.

Nick Yandle

Chief Executive

Gallagher Group

Very muchon our teamBefore appointing Maxim, we had noformal marketing strategy and verylittle marketing material available.That has completely changed and wenow have a 12-month plan in place. Maxim is essentially our marketingdepartment and we consider themvery much a part of our team.Leads have been created, which we’vebeen able to convert to sales, as adirect result of the marketing activitycarried out by Maxim.We are provided with a full servicewhich means I don’t have to worryabout any of the day-to-day decisions. The team is knowledgeable, organisedand fun to work with.

Chris Jones

Managing Director

Lappset UK Ltd

More than aPR agencyWhen you work with Maxim you getfar more than just a regular PR agency.Maxim delivers a dedicated team ofpeople with skill, knowledge,imagination and enthusiasm.Not only that, you also get a bunch ofpeople who are fun to work with andwho fit seamlessly into your project. It’s like having your own in-houseteam constantly on call, but without the hassle.

Mary Gallagher

Stakeholder Manager

EEW UK Ltd

Consistent coverageHaving worked with the team atMaxim for a number of years it is veryclear that they have a tried, tested,and creative approach to mediarelations, which delivers strong andconsistent editorial coverage.Combine their PR expertise with theirthorough understanding of thecounty’s economy and politicallandscape, and it is clear why theirsupport is frequently called uponacross Kent and the South East.

Paul WookeyChief ExecutiveLocate in Kent

Protect ourinterestsWe have worked with Maxim for 20years and continue to be happy withthe quality of service provided.The team understands our businessand is always on hand to support andadvise us. Most importantly, we know we cantrust them to protect our interests atall times.

Caroline Binns

Associate Director

Marketing & Leasing

Liberty Property Trust UK Ltd

Understandour sectorTo date, Maxim is one of the best PRagencies I have worked with.They understand the furthereducation sector and get results.

Graham RazeyPrincipal

East Kent College

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Maxim PR & Marketing Ltd, Grosvenor Lodge, 72 Grosvenor Road,Tunbridge Wells, Kent TN1 2ASTel: 01892 513033; email: hello@maxim-pr.co.ukTwitter: @Maxim_PRFacebook: www.facebook.com/MaximPRGoogle+: plus.google/+Maxim-prCoUkPinterest: www.pinterest.com/maximprLinkedin: Maxim-PR

Andrew MetcalfDirectorandrew@maxim-pr.co.uk

Alison HardyAccount Directoralison@maxim-pr.co.uk

Andy RayfieldAccount Directorandyr@maxim-pr.co.uk

Erica JonesSenior Account Executiveerica@maxim-pr.co.uk

Sue O’ReillyOffice Managersue@maxim-pr.co.uk

Rachel KnightAccount Directorrachel@maxim-pr.co.uk

Philip JonesDirectorphilip@maxim-pr.co.uk

Contacts

Reaching 20 years is a milestone every businessshould celebrate. And in true Oscar-style, there are a lot of peoplewe should thank – people who have helped shapeMaxim into what it is today.This includes colleagues who have worked or are still working at Maxim Towers, our manyclients and suppliers, our families and our friends in the media. The PR and marketing world may have changedbeyond recognition since those heady days in1995, but the essence of our profession is still the same. It’s about working hard, being creative, buildingpositive relations with the media, and remainingtotally focused on delivering for our clients.To friends past, present and future we thank youand look forward to the next 20 years.

Thank you for being apart of Maxim’s story

Extended team: The world’s largest operational offshore wind farm Picture: London Array Ltd

Communication with a purpose

From page 1spread and we gained clientsoutside of Kent. We’veworked with the CBI, theRoyal Institute of CharteredSurveyors, the Institute ofDirectors, and Investors inPeople across the SouthEast, looked after the mediarelations for ClydesdaleBank’s southern region andsupported Pfizer Europe aswell as clients in Finlandand Norway.” It hasn’t all been plainsailing and the pairacknowledge they havemade a few mistakes alongthe way.

Philip said: “One of theworst experiences I had wasearly on when we wererunning a large exhibition.“We hadn’t checked theelectrics properly, which ledto all sorts of problems.These days we are incrediblyprepared – you never makethe same mistake twice.”Andrew has equally painfulmemories. He said: “On our first big job for KCC I headed forFrance without my passport– not something I’ll forget in a hurry – although I did manage to get there and back.

“Something I did try andforget was the night I hadone too many and ‘stole’kmfm’s 6ft high wheel offortune from a charityfundraiser.”So what of the next 20 years?“The pace of change in ourindustry is extreme but we’llcontinue to adapt and besuccessful,” said Andrew. Philip added: “We’ll besticking to what we’re goodat and continuing to promoteour clients in the mostappropriate way to meettheir individual needs. Wehave a great team, so longmay it last.”

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County’sbest tofeature in awards This year, the best ofKent’s media are beingrecognised in a newawards scheme.Organised by Maxim, theKent Press & BroadcastAwards celebrate theskills and expertise ofthe county’s journalists –whether they work inprint, online, TV orradio.An independent panel ofexperts includingnational journalist SusieBoniface, better knownas Fleet Street Fox,Haymarket’s PatrickFuller, journalist andlecturer Dr SarahLonsdale and award-winning TV producerMartyn Gregory, isjudging the awards.Maxim’s Rachel Knight,who is leading theorganisation of theawards, said: “We workwith journalists everyday and know they don’t always get therecognition they deserve;we thought it was time tochange that. We want the awards to be acelebration of the Kentmedia and a positive way to recognise thehard work that goes into providing a newsservice.” Journalists working inKent can enter 12categories coveringeverything from specificcampaigns and featuresthrough to design, social media, sport and online news.Hosted by Peter Sissons,who has a journalismcareer spanning 45years, the awardsscheme culminates in aceremony taking place atThe Spitfire Ground, StLawrence, Canterbury. “We couldn’t run theawards without oursponsors so we’d like tothank the organisationsthat have chosen tosupport the scheme,”added Rachel.Sponsors, which eachsupport a specificcategory, include ChapelDown, law firm Cripps,Digitom Ltd, East KentCollege, FSB Kent &Medway, Kent Cricket,P&O Ferries, the Port ofDover and Southeastern.Latest news can be foundat www.kpbawards.co.uk

Forgotten passports and missing wheels

Maxim: Thekings of thePR jungle

Awards judge: Susie Boniface, Fleet Street Fox, is ajudge of the Kent Press & Broadcast Awards

Animal magic: From top, Maxim gorilla; Andrewsticks his neck out; Erica and Langdon the Lion

Judge: Patrick Fuller Judge: Martyn Gregory

Judge: Dr SarahLonsdale

Host of the awards:Peter Sissons

Work may be a seriousbusiness, but you’vejust got to have funsometimes, and frommessing around with‘animals’ to visiting (thereal) Father Christmas,there’s been plenty of itduring Maxim’s firsttwo decades.The most recent animalencounter saw Erica take aboat trip along the Thameswith a client dressed as alion (you wouldn’t believethe health and safetyrequirements involved), butstaff themselves havewillingly dressed up too. In particular, one employeedid a stint as a banana-wielding gorilla, andAndrew proved he’s headand shoulders above therest when trying on agiraffe’s head. Both were

showing off our ‘naturalinstinct for marketing andcommunications’ at B2Bevents, but networkingcostumes can be moresubtle, as demonstrated by batgirl Rachel oneHalloween.Even when not in fancydress Andrew and Philiphave caused a stir, with thepair mistaken for SpecialBranch while scoping outphotography sites ahead of a royal visit. And let’s not mention thetime they appeared on thePantiles as Georgiangentlemen…But it’s not just about howsilly you can look. The aim is simply to get themessage across in the bestway possible – which is howRachel took a trip to Finlandand ended up meetingFather Christmas. In contrast, Philip has donea good job of getting himselfadded to Santa’s naughtylist, making mischief for thestaff of another client in theform of crisis management. The company in questionrose to the challenge, butwe’re still not sure how longit took their staff to forgiveus for sending mock TVcrews to their door to seehow they deal with disaster.Not every brief can be giventhe light-hearted treatment,but whatever angle we take,we don’t hold back.

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Connectingstakeholders

with theinformation they need

It was in 1996 when Tony Blair,then leader of the opposition,came to Kings Hill, in a visitorganised by Maxim’s AlisonHardy. Accompanied by AlastairCampbell, the future primeminister declared the mixed-usedcommunity an excellent place forpeople to live and work. The politician’s failure to bring hisspeech also provided a good opportunityfor Canon UK – one of the companies hewas visiting – to demonstrate the worthof their fax machines.For Gordon Brown, it was explainingwhat the Government was doing to helpbusinesses weather the credit crunchthat prompted a visit to the county. With Peter Mandelson at his side, theprime minister struck an upbeat note,saying: “We should be confident of ourfuture, because our basic skills, ourbasic strengths, our scientific geniusand also our stability are a good guide

to how we can do well in the future.”The visit was a golden PR opportunityenjoyed by Andrew Metcalf, whohandled the media relations for the visitto Kent Science Park.It was a very different event that hadAlison manage the launch ofManchester United’s own-labelChampagne. The day saw Alison ferreting out theclub’s star footballers and rubbingshoulders with scantily-clad models (formore on this see Sport).Another of Alison’s projects involvedpromoting cocktail cherries. To theadmiration of her colleagues she evenmanaged to write an eminently readable1,000-word feature for a nationalmagazine on the central role cherriescould play in the Christmas kitchen.

For Philip Jones, an encounter withrugby stars while managing the PR forthe National Power Festival of YouthRugby was a far less enjoyableexperience.“The festival was a big sporting eventand a number of well-known playershad agreed to attend,” said Philip.

“Among them was Martin Johnson, whocertainly looked as though he had had avery late night and could think of betterthings to do with his Sunday morning.

“He’s a big bloke and in cranky form hewas terrifying. After he’d glowered acouple of times for the camera, I decidedit might be wise to leave him alone.” Far more gentle was a project carriedout shortly before the resignation ofPope Benedict XVI. Maxim was

The visit of a governmentminister can be a valuableendorsement and opportunityto help raise your profile. Over the last two decadesMaxim has helped secure,arrange and manage many apolitical visit for its clients.As well as ensuring thepolitician is fully briefedahead of the visit, it’s vitalthat you also secure the rightpeople for them to meet – theproverbial great and the good.

Fruitful endeavoursMeasuring the value of aministerial visit can bedifficult, but it’s oftenpriceless. Once briefedministers can become trueadvocates. A visit to East MallingResearch by the Rt HonHilary Benn, formerSecretary of State for Defra,saw him speak glowingly inthe House on the science

being undertaken in Kent.His successor, and a host ofjunior ministers,subsequently visited.

Plane speakingWith South East aviationcapacity high on the agenda,Manston Airport, whenoperational, was eager toengage in the debate. Ithosted a visit by theTransport Minister, the RtHon Simon Burns MP, at which Maxim managed the media.

Money matters When Chief Whip the Rt HonMichael Gove visited Essex toannounce a further £19.4m offunding support, South EastLocal Enterprise Partnershipcalled in Maxim to work withthe Cabinet Office, BIS andpartners to promote the goodnews for Essex, Kent andEast Sussex.

1 Know what you are trying toachieve from the visit. Askyourself: Why should a ministerspend time at your organisation?

2 Identify the most appropriateminister. Put together a conciseletter of invitation. Engage withyour local MP as they can be anexcellent conduit to a minister.

3 Is your company a shininglight for a specific industry?Working with your industry’strade body could improve yourchances of securing a visit byhighlighting a business issue.

4 Decide who else to invite. Theminister’s office should notifythe local MP of the visit, but it’sbest to check.

5 Brief the minister’s office sothey understand the timetableand what they’ll be seeing, andconsider whether there’s aspecific ‘ask’ of the minister, andhow to get their support.

6 Liaise with the minister’s pressofficer and make sure they arehappy for the press to beinvited. If it is appropriate, booka photographer and prepare apress release to distribute to therelevant media after theminister’s visit.

7 If all this sounds daunting, orif you’ve just found out you’vegot a ministerial visit on thehorizon, the final tip is giveMaxim a call.

Prime ministers, an oversized lion, the country’s first AngryBirds theme park and a campaign for Vatican reform.Maxim’s 20 years have been enjoyable and challenging

Top tips for organising a ministerial visit

All in the planning From hosting prime ministers to d

Ever ready to ris Ministerial duties: Maxim handled media relations when Peter Mandelson andPrime Minister Gordon Brown visited Kent Science Park, near Sittingbourne

Relationshipswith the peoplewho matter

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contacted by a group of liberalCatholics, led by Dutch theologian JohnWijngaards, seeking to encouragereform within the Vatican.

Working to a tight timetable and with alimited budget, Maxim organised apress launch in the House of Commons,secured the attendance of nationalpoliticians and achieved national andinternational coverage.

For Prime Minister David Cameron, itwas the prowess of British businessesthat was the central theme of his speechwhen he formally inaugurated LondonArray, the world’s largest operationaloffshore wind farm, in July 2013.

The media side of the event took placeover two days. Journalists from aroundthe world came to Thanet for a pre-visitto the wind farm – by boat or helicopter– before the official opening .

Andy Rayfield ran the press room whilePhilip liaised with Number 10 and setup media interviews.

“It was a crazy couple of days but greatfun,” said Andy. “The logistics of theevent were extraordinary and we weredealing with the competing demands ofdozens of journalists – local, national,broadcast and trade from across the UK,mainland Europe and the Middle East –but the coverage achieved was trulyphenomenal.”There was also a remarkable amount of press interest when Rachel Knightoversaw the launch of Angry Birdstheme parks in the UK on behalf of herclient Lappset. The event, organised by Maxim and held at the Residence of the FinnishAmbassador in London, resulted inmore than 100 of the world’s majormedia outlets covering the storyincluding the BBC, The Times, TheTelegraph, Reuters and MetroInternational. In another animal-themed promotion,Erica Jones travelled by boat down theThames with Langdon, the lion mascot

for an educational programme tointroduce primary school children toengineering.As well as directing the photographyand filming, Erica’s role was to ensurethe human within the Langdon costume– with its oversize feet, large head andlimited vision – didn’t fall overboard ashe pointed out the different bridgesalong the river.“It had to be one of my best days atwork ever,” said Erica. “Being theguardian of a lion is a scary experience,but the satisfaction of seeing everythingcome together, and the joyful reactionsof the children, made it all worthwhile.”For Andrew, variety is the spice of life,and unusual assignments are to beembraced. “No matter what the challenge, Maximhas risen to it whether it is organisingevents, promoting professionalpractices, dealing with politicians,managing a crisis or grabbing theattention of the media,” he said.

difficult sporting heroes, it’s never dull at Maxim

se to a challenge

Flying high: Thelaunch of AngryBird theme parksfor Lappsetattractedremarkable pressinterest (above)

If the clog fits:Rachel puts her

foot, andeverything else, in

it, while on amedia trip to

Europe

Stiff upper lip: Maxim’smen bristled for Movember,Andy Rayfield included

Period piece: Phil andAndy dress for investors in

People success(above);

Even the pets canbe roped in to help

Helping you to spread the word

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Helping get the ballrolling at Kings Hill

In numbers3

The times we’ve moved officessince 1995; also

Sue’s lucky number

20The years we have been

in business

4The number of daughters Phil

has had since the business began

19The years Alison has been

with Maxim

59The bookshops visited by Erica

in 2014

2The number of fingers Andrew

types with

18Maxim pets (3 sheep, 3 cats,

5 hens, 6 dogs, 1 rabbit)

6The core services we offer

23The years Andy was a journalist

before joining Maxim

12The categories in the Kent Press

& Broadcast Awards

1Our Google ranking for ‘Kent PRagencies’*; also the colleagues

Rachel has married

24The number of people who

have worked at Maxim

911Andrew’s much-missed Porsche

2076Our followers on Twitter*

*As at March 2015

They were one of Maxim’s firstclients, and it is a relationshipthat has endured for 20 years.Liberty Property Trust is thedeveloper behind Kings Hill, aproject that was taking its firststeps in the world at the same timeMaxim was born.Account Director Alison Hardy hasworked with Liberty from day one.“In that time I have seen it growfrom a barren airfield complete withrunway, hangars pock-marked withbullet holes and a rather sadlooking art deco control tower, tothe vibrant mixed-use community itis today,” she said.“I remember the care that wastaken to preserve the residentwildlife while development wasgoing on. Wild orchids were moved,birds of prey found new nests, andacres of ancient woodland andheathland were preserved for posterity.”One of Maxim’s first jobs was theunveiling of the silver ballsculpture, A Different Ball Game,that has become synonymous withthe development. Artist Kevin Atherton created thefigures supporting the ball frombody casts taken from Kings Hill’sthen project director Jim Lutz, alocal mother and a student. Allthree were present at the unveiling. The hardest task was findingenough red ribbon to tie around the

sculpture’s not inconsiderable girthand then tying a huge bow during araging snowstorm.“I was there to help welcome thefirst residents at Kings Hill,” recallsAlison. “We gave them tickets for LeShuttle, which had also just openedand seemed so sophisticated andunbelievable at the time.“There was huge excitement whenwe found the first person to live andwork at Kings Hill. The DailyTelegraph devoted a whole page tothe story. Shortly afterwards thegolf course was created and the firstschool opened.”As the development started to takeshape Maxim invited the thenLeader of the Opposition Tony Blair

to visit. He arrived by helicopterwith Alastair Campbell and aideAnji Hunter, only to realise he hadleft his speech behind in London.The first port of call was Canon,who had an office on Kings Hill andno shortage of fax machines, and itwas duly delivered. He made his speech in Canon’soffice – much to the embarrassmentof one of their staff who was on thephone at the time discussingphotocopiers with a client. As Kings Hill is a former militaryairfield, developer Liberty PropertyTrust has always been at greatpains to preserve the site’s history. “Several sculptures commemoratethis and I was totally star-struck

when legendary actor Richard Todd,who played Guy Gibson in TheDambusters, came to unveil theRunning Airman statue,” saidAlison. Guy Gibson had been basedat the then RAF West Malling for atime during the war.In 2013 Liberty organised a specialcommemorative event for the 70thanniversary of The Dambusters. Warrant Officer Neville Croucher,who was 89 at the time and hadbeen based at the airfield duringthe war, was one of the guests ofhonour. Alison said: “Neville had been aHurricane pilot but had alwayswanted to fly a Spitfire and whenone performed a ceremonial flypastthe look on his face was quite magical.”Today, Kings Hill is a bustlingcommunity with more than 200firms in the business park providingsome 5,000 jobs, and 2,750 homes. Planning permission has beengranted for a further 635 homes, aprimary school – the third at KingsHill – an extension to thecommunity centre, additionalallotments, trim trails and pitchesfor Kings Hill Sports Park. Landwill be gifted for a place of worship. “Kings Hill was recently named bythe Daily Telegraph as one of thebest places to bring up a family andI am so pleased I have been able tobe a very small part of itsdevelopment,” said Alison.

Iconic art: One of Maxim’s first jobs for Liberty Property Trust at Kings Hill was the unveiling of A Different Ball Game

Airfield roots: Neville Croucher returns to Kings Hill

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The formal opening of theworld’s largest operationaloffshore wind farm was alandmark occasion in Maxim’s work to promoterenewable energy.A client since 2006, London Array’sinauguration saw the keynote speechgiven by Prime Minister DavidCameron, and media flying in fromaround the world.Interest in the project continues toremain strong, with ongoing nationaland international coverage as well asregular articles in the local and trade press.London Array is the most high profileof the renewable projects that Maximhas worked on. Others haveencompassed onshore wind, solarfarms, and waste-to-energy plants. “We have a long record in the energysector with one of our very first clients

being National Power, which retainedMaxim to look after PR, communityrelations and public affairs for itspower stations in Kent and Essex,” said Philip Jones.“Although these were conventional,fossil-fuelled plants, they were astepping stone into renewables as thesector diversified into lower carbonpower generation.”The company’s first renewables projectwas the 26-turbine Little CheyneCourt wind farm on Romney Marsh.It was opened in 2009 by Ed Milibandin his then role as Secretary of Statefor Energy and Climate Change. “The planning process turned into a bitof a battle with a number of die-hardopponents determined to fight it everystep of the way,” said Philip. “But we got there in the end and one of the reasons was a large number ofpeople were so convinced by the merits

of the scheme that they took thetrouble to write letters of support.

“When it came to the public inquiry, itwas one of the factors mentioned bythe planning inspector in reaching hisfavourable decision.”

Other successes included helping tosecure planning consent for anaerobicand pyrolysis plants in Hertfordshire,a solar PV farm near Sittingbourneand a large sustainable energy plantfuelled by hard-to-recycle waste.

The schemes were all approved by thelocal planning authorities.

Maxim worked alongside planningspecialists WtE Consulting on anumber of the projects.

Director John Gallimore said: “I cansafely say that the waste schemes I’vedone with Maxim are the ones withthe lowest number of opponents by a long way.”

A fairwindpowersenergyclients

Prime Minister’s visit highlights agency’s record in renewables

‘I can safely saythat the wasteschemes I’vedone withMaxim are theones with thelowest numberof opponentsby a long way

‘

Political influence: David Cameron at the LondonArray inauguration. Picture: London Array Ltd

Garnering support: Public backing (above) helpedwin the argument for Little Cheyne Court (left,picture: Ady Kerry)

We help you protect your reputation

SportHardy’s starrole at UtdThe last place I everexpected to findmyself was standingon the hallowed turfof Old Trafford intowering high heelsand chatting to twoManchester Unitedlegends.All the more surprisingbecause my knowledge of thebeautiful game is equal to myunderstanding of quantumphysics – ie zero – and theonly football match I haveever attended was when myson was aged eight andplaying for the village team.But find myself there I did and it all started when clientLamberhurst Vineyard was asked to provide private labelChampagne for the club.

Reluctant sports fan Alison Hardy recalls herunlikely run out on the pitch at Old Trafford

Back in 1994 when the Tour deFrance, the world’s largestannual sporting event, hit Kentfor the first time, Andrew Metcalfwas working for KCC EconomicDevelopment, his last majorproject before setting up Maxim.Thirteen years later, and Maximwas back in the saddle andtasked with coordinating anddelivering the media relationswork for Kent County Council,district partners and Visit Kent. Working across Kent, and closelywith Transport for London andthe Mayor of London’s pressoffice, Maxim not only acted as asource of Tour information for theeager local press, but also hostedvisits by travel writers and thecycling press, as well as the

Tour’s official broadcasters,Channel 4.An estimated three millionspectators took to the streets ofKent and London to watch the 200 cyclists, the promotionalcavalcade and support vehiclesspeed by, with a street carnivalatmosphere in many towns andvillages en route.Maxim also worked with KCC todevelop a Go Cycle Kentcampaign and get residents andvisitors out on their bikes tosafely enjoy the county’s manycycle routes. Research after the event showedthat for every £1 invested, thecounty got £9 back. So you couldsay it was wheelie good for Kent.

A true Tour deForce for Maxim

A lunch at the vineyard, which isnear Tunbridge Wells, wasarranged and Alex Ferguson, othersenior representatives of the cluband celebrity fans invited for aChampagne tasting.

A lively little number from Marneet Champagne was chosen and anofficial launch event organised atOld Trafford.

I contacted all the key sportsjournalists and national

newsdesks to invite them along,organised lunch at the club and setoff for Manchester.Much to my delight, the place wasbristling with journalists andcameras when I arrived – though Iwas less pleased that someone hadinvited a couple of scantily-cladmodels along – but at least it gotus into the red tops!It was decided that we needed acouple of the current ManchesterUnited players for the pictures andI duly set off for the players’ clubroom to ferret some out – difficultwhen you have never seen any ofthem!I strode into the room and askedconfidently and loudly if therewere any current members of theteam there. Luckily, two very handsome chapsput up their hands and agreed tocome for the photoshoot. It turnedout they were star players BrianMcClair and Gary Pallister andvery charming they were too.We headed off to the pitch (quiteexciting actually) and I marchedonto the grass aerating it with myhigh heels – to be told offimmediately by the groundsman. It was the year Manchester Unitedwon the League trophy and FACup and I was asked to hold one ofthem (can’t remember which but itwas the big one) while weorganised the shots.That night’s news covered thelaunch and the following morningevery single national newspaperran the story – though not all usedthe pictures with the models.I had been on a steep footballlearning curve and the client wasdelighted. It just goes to show that if youknow how to handle the press youcan organise anything!Also, cricket fans will be horrifiedto know that I was the one whowent up to Richie Benaud at aparty and asked him what he didfor a living. Very self-effacingly hetold me he was a sports journalist.

We take care of the organisation . . .

. . . you take care of your audience

Ahead of the field: Australia’s Robbie McEwen crosses theline in Canterbury to win the Kent stage of the 2007 Tour