How we turned boyband fanmail into the biggest entertainment news story of the week at Madame Tussauds

Make it happen   Drive awareness of Madame Tussauds Blackpool and its latest figures

What we did   Created a news story revealing that we appointed a member of staff just to open all the love letters that the band’s wax figures had been sent

Screen time   Widespread news coverage including national online hits and rafts of regional news and social media chatter – reach of 5m+