...and a PR dream becomes a reality.

One of the many wonderful things about working in a marketing agency, is the variety that each day brings.

One day you can be flying over to Germany to talk advertising budgets with industrial pump manufacturers, and the next you're rubbing shoulders with royalty as you promote a charity walk that will raise funds for the fight against childhood cancers.

Which is exactly what we got up to this week on behalf of North of England Children's Cancer Research (NECCR) and The Children's Cancer and Leukaemia Group.

Every year we take great pride in our efforts to rally the young runners in the region to take part in a fun run that has become a North East institution, and following our success with Children's Cancer Run, we were asked to help out with another NECCR fund raiser this month.

Emily's Big Walk is a nationwide event made up of a series of picturesque walks that will take place throughout September this year. Named for nine-year-old Emily Bailes, who sadly lost her four-year battle with leukaemia in 2008, the walk is designed to raise awareness of childhood cancer and associated charities in time for the Annual Conference of the International Society of Paediatric Oncology, which takes place in London this year.

NECCR has been selected as the charity that will share the benefits of the proceeds raised during the North East leg of the walk.

Hosted by Her Grace, The Duchess of Northumberland this is a very unique event with high profile support from the likes of acclaimed author, Bill Bryson and local historian John Grundy who will both be taking part on the day.

Silver Bullet was given the task of promoting the event, in the hopes of encouraging people from across the region to come along and join the walk in order to both raise money for a wonderful cause, and enjoy the remarkable scenery of Northumberland's Hulne Park.

So with the formidable setting of Alnwick Castle at our disposal, we held a press conference for key members of the regional media to meet with Her Grace, the Duchess, John Grundy and Professor Josef Vormoor - Sir James Spence Chair of child Health at the RVI, as well as 10-year-old cancer survivor, Max Davidson and his mum Donna.

We were lucky to enjoy a beautifully sunny day as the teams from ITV and various regional press made the most of their time with Max, John and The Duchess and we were even fortunate enough to catch sight of Harry Potter as we made our way through the grounds!

The walk received some fantastic coverage, with a lengthy segment on ITV's evening news and the front page of The Journal we're confident the budding walkers and fund-raisers of the North East will be visiting www.emilysbigwalk.org.uk to register and take part.

For those of you who missed the story - you can watch it here: http://www.itv.com/news/tyne-tees/story/2012-08-13/emilys-big-walk/

For more information on the walk and instructions on how to register - click the link above or to find out more about NECCR please visit www.neccr.org.uk.