Challenge:
How do we engage kids and parents (and in turn retailers) to build awareness of ‘GhostHunters on Icy Trails’, based on an unknown book with German origins?
Solution:
Led the campaign with a grassroots partnership, engaging mum and the whole family by working with the National Trust to bring the film to life. Secured an exclusive trail experience at Ham House during October half term.
Supported partnership with a premiere experience for national, consumer, kid’s press and bloggers, alongside bespoke film features and strong press office activity.
Results:
Over 5,000 visitors took the Halloween trail at Ham House National Trust property over half term.
Secured over 120 pieces of coverage across national print and online, portals, entertainment, kid’s, lifestyle, mummy blogger and YouTuber channels. Front cover coverage in The Sun’s ‘The Fun’ supplement led to the securing of an increased DVD presence in key retail, including Tesco.
Impact:
Partnership with the National Trust created a relevant UK hook for the film and enabled us to secure standout media coverage, in turn raising the films profile with key retailers, who created more space in store to enable broader awareness and drive impulse purchase
