By Martin Vedris

SYDNEY: A range of publicity activities conducted by Hoover as part of its centenary celebrations include an online auction for celebrity-designed Hoover Freemotions, which ends at midnight tonight, generated millions in publicity for the vacuum cleaner brand.

Hoover turned 100 during October and the online auction for a celebrity-designed vacuum cleaner was one of the PR activities.

Proceeds of the Freemotion auction are tax deductible as they will be donated to the Clean-Up Australia charity.

The other PR activities included: the Hoover Birthday event and a two-day exhibition at the Museum of Contemporary Art, the Search for the Oldest Hoover competition, a visit and talk from a USA vacuum cleaner historian, and the celebrity decorated Hoover Freemotion auction and donation to Clean-Up Australia.

Hoover Floorcare Australasia estimated that these activities generated in excess of $2.5 million in publicity value through coverage on television, radio and print over September, October and November.

Bids on of the celebrity Freemotion vacuum cleaners can be made until midnight tonight at

The celebrity design teams are:

– INXS guitarist Kirk Pengilly and world champion surfer Layne Beachley
– Fashion designer Carla Zampatti and artist Allegra Spender
– Chairman of Clean Up Australia and prominent Australian Ian Kiernan
– Media personality Bianca Dye and artist Rozee Cutrone
– Fashion Designer, Charlie Brown
– Mt Everest survivor, adventurer Lincoln Hall
– The Bondi Rescue Boys – from Network Ten’s Bondi Rescue hit TV show
– Sky News Australia journalist Natalie Murray
– Totally Wild presenter Pip Russell
– Big Brother and Download presenter, Mike Goldman
– Media personality Sam de Brito and artist Nina Maskiel
– Radio personalities, Mikey Robins, Tony Squires and Bec Wilson