Record numbers voted in a make-over competition organised by Byron Hairdressing in its local paper, the Fife Free Press last month. More than 1000 individuals cut out and sent a voting slip, printed in the paper for three weeks in a row, ensuring it became one of the Fife Free Press’s most successful competitions to date.
For a second year running, Byron recruited help from Christine Cunningham of Bliss Beauty, Tanya Korad of Rouge designer boutique and established press photographer Walter Nielson, to offer Kirkcaldy-based Fife Free Press a Mother’s Day Makeover competition. The winner was offered colour and cut, make-up and clothes for a photo-shoot to create a souvenir photograph. (See the pics on our Facebook
The competition was launched in February when readers were asked to nominate their mums for the makeover, explaining why they should win. Over the next six weeks follow-up stories were printed, all carrying the Byron logo, urging the rest of the readership to vote for who deserved to win the makeover and photo-shoot.
‘The Fife Free Press was delighted to work with us as we created a pretty amazing prize, but we also gave it an opportunity to drive sales as everyone who voted had to buy a paper to get a voting slip,’ explains Ronnie, owner of Byron Hairdressing. ‘The whole competition helped reinforce what is already a great relationship.’
More than 1,000 readers sent in voting slips with almost half putting their cross next to the name of Debra Wilkie, nominated by her adopted son, 12-year-old Jason. He wanted her to win as a thank you for all she has done for him since he first joined her family for respite care in 2006.
‘She believed in me so much that she adopted me, and it’s the best thing that’s ever happened to me,’ he told the paper.
The final story appeared last week (14 April) with a huge article and four pictures of the day.
‘I’m really glad that the competition is decided on votes from readers as I would hate to choose who won, everyone seemed so deserving,’ said Ronnie, who has since offered all the shortlisted mums a free haircut in his salon.
[April 2011]
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