Creating contagion doesn’t always have to all be about sharable digital content. Sometimes the simplest tactic executed perfectly can work wonders. That is what we achieved for the launch of Dinosaurs in the Wild, a new multi-sensory family attraction based at Greenwich Peninsula that takes you back in time to the land of the dinosaurs.
Being a brand-new attraction with no known pedigree, we needed hands-on evidence and endorsement to gain the backing of dinosaur nuts and mums of young families everywhere. To drive immediate ticket sales, we also needed to make a big splash overnight. Our solution was old school but simple. Hold one red carpet night for celebrity parents and mummy bloggers, attract the cameras, reviewers and showbiz writers alike and give them a first-hand taste of the experience for themselves.
Celebrity attendance – A targeted guest list saw the likes of Liz Hurley and her son rub shoulders with dinosaur aficionado Chris Packham and mums and dads ranging from Edith Bowman and Jessica Wright to acclaimed bloggers Mummy Adventure and Bringing up Charlie.
Mass media attendance – Coupled with a stellar turn out from every national paper and a press pack from Getty and Rex to PA Broadcast and Red Carpet Live the evening was carefully co-ordinated to produce content of our influencers during the experience, on the red carpet and through on the night interviews.
Blanket coverage – The result was next day blanket coverage in every national paper, full pages in influential women’s magazines such as OK and Hello and reviews in key titles such as Time Out, Evening Standard and Shortlist.
Ticket sell out – Importantly, the launch week as a complete sell out.