The Lorraine Show has received more than 4000 nominations for a competition that will give consumers the chance to model swimwear in a UK-wide campaign for Curvy Kate.
Viewers of the ITV1 programme were asked to nominate themselves and their group of friends to star in a photoshoot in the Mediterranean for the brand.
Over 4000 women entered the competition, sending 2000 group shots and an explanation about why they are ‘model mates’.
Curvy Kate also organised a roadshow to promote the competition, installing a photobooth in department stores and independents across the country, including Simply B, Debenhams, John Lewis, Boutique 65 and Alan Espeys.
Over a 14 day period the Curvy Kate team saw over 2000 women using the photobooth and engaging with the brand. The #modelmates hashtag reached 115,143 accounts and it made over a million impressions on Twitter in the period.
Online retailers, such as Figleaves, Tesco and Amazon also played a part in the success of the campaign by promoting the national model search through various channels.
Curvy Kate PR and marketing manager Hannah Houston said: “Curvy Kate champions a positive body image and diversity. Lorraine’s ‘Model Mates’ competition is fantastic as there are no age, size or height limits, which means anyone can enter as Curvy Kate believes a variety of looks should be shown in the media, for all women to relate to.”
‘Model Mates’ launched on Lorraine last month and ran over two weeks. Viewers will be able to vote for their winning mates from April 29.