Make it happen Brazen client, Madame Tussauds Blackpool, was increasing the size of its ‘must see’ attraction with a whole new raft of wax figures – dedicated to Marvel Super Heroes – marking the first major investment since opening in 2011. So we needed a heroic launch with the wow factor to get people talking about the attraction and visiting Blackpool in their droves.
What we did Brazen made headlines by introducing some of the new Marvel Super Heroes figures ahead of launch to get people excited, make a splash in the media and generate pre-bookings.
The launch phase included a fantastic stunt which brought the whole of Blackpool to a standstill as the heroic Hulk wax figure ‘stepped in front of a runaway tram’ and stopped it in its tracks causing sparks to fly, the road to tear up, and the tracks to buckle.
The spectacle was of course a planned set build, all staged against the iconic Blackpool skyline…. but Brazen was on hand to issue the shots and video to secure blanket national coverage including TV.
All this alongside more traditional tactics including issuing a heroic media pack to secure travel features with exciting CGI images to announce the new £1M investment. Plus, a raft of targeted competitions in regional papers within an hour and half drive time from Blackpool and complemented with an extensive local advertising campaign and social media targeted posts. News that Marvel SUPER HEROES were landing in Blackpool was unavoidable nationally and crucially in the north west.
Next was a star-studded launch event to mark the public launch. Marvel fans Amber Davies, Scott Thomas, Adam Thomas and wife, Caroline plus Corrie’s Samia Longchambon and her family all attended sending Instagram into meltdown with stories and posts to their millions of followers
Finally national media trips (including one from the Scottish Sun to cover the key feeder Scottish market), specialist reviews from comic book bloggers as well as mummy bloggers and younger influencers, this was a strong media relations campaign which delivered different messages to many target consumer segments at each stage of the campaign, ensuring a huge number of eyeballs on the news.
Results Blanket national, international, broadcast and regional media coverage including The Metro, Daily Mirror, Daily Star and The Sun 335 number of hits in total; a PR reach of 856,441,080 and a cost per eyeball 0.00004p; 23 national hits and 4 broadcast hits.