Driving footfall at London's immersive experiences

Industry

Consumer

What We Did

Events

PR

Strategic Comms

Challenge

Fever, the leading global live-entertainment tech/discovery platform, wanted to drive awareness, ticket sales and footfall at a series of immersive London exhibitions via comprehensive, targeted PR and influencer campaigns. ​ Over the course of 18 months, we worked with Fever on five separate exhibitions and events, all focusing on cultural zeitgiest trends or movements. ​ Given the sensory and visual nature of the events, a core challenge was delivering PR & influencer coverage that gave a visual flavour of what visitor could expect. ​ Bubble Planet ​ Dopamine Land ​ Accidentally Wes Anderson​ Art of the Brick ​ Paradox Museum​

Solution

For each event, we identified a tiered target media list based on the defined audience for each event. Some were more family or child-focused, while others like Accidentally Wes Anderson were more designed for film buffs. ​ Following a strong announcement period which generated huge press interest, we held media events and generated mass coverage in key titles for each individual event, in addition to backlinks and influencer content. In some instances, this was a media morning for family-focused press, while in others this was an evening drinks party where guests could enjoy the exhibition privately before writing a review. ​ Once the events launched, momentum was kept up by continuing to book journalist and influencer visits and generating coverage in 'What's on' and tourist publications. ​

Impact

Across the campaigns, our PR coverage had an estimated combined audience of 1.4bn and 500+ individual pieces of press coverage, in addition to countless influencer posts and reshares. ​ Coverage was achieved in key Tier 1 titles from across the relevant media spectrum, such as The Daily Telegraph, The Times, The FT, The Sun & The Scotsman, daily London papers Metro and London Evening Standard, mass circulation magazines like TimeOut and GQ, in addition to BBC broadcast coverage. ​ Tactical publications such as in-flight magazines and travel publications like Conde Nast Traveller also formed a key part of the coverage landscape. ​ Ticket sales were strong across all events and in some instances led to extended runs.​