A new series featured on YouTube documenting the adventures (and mis-adventures) of the Ginger Vicar & Balding Bishop was to be launched. The series explored themes of faith, friendship and of course surfing and needed a strong launch strategy to gain maximum exposure.
Working with the client we planned the initial messaging and how we felt it would gain most traction with media. This was a traditional PR media project and we created a realistic timeline, a robust press release and a pack for media.
Having identified the key media we felt would engage most readily with the concept, we offered them a suite of content that included trailers, images, and interviews. We then co-ordaniated the press to gain maximum exposure.
There was a good media pick up as we had expected, because the story was a little different and it gave the media something usual for their audiences.
We were able to secure a number of interviews and beyond that many online, broadcast and print publications ran with the press release and used the additional materials to give a different texture to the presentation of the story.
The audiences reached were reflected in the viewing figures of the first episode and those continue to rise.