Build brand profile by generating awareness and media coverage for Madame Tussauds and San Francisco Dungeon, the latter in its premier North America location, a test market modeled on the London attraction.
For Madame Tussauds, we secured interest in resident, local getaway and overnight visitor markets by creating innovative campaigns, such as an interactive poll for newest Bay Area tech innovator in wax. For the day trip market and locals, we managed wax figure launches: NBA MVP Stephen Curry, YouTube and internet-savvy celebrities with Millenial appeal such as SMOSH, Zendaya, and Grumpy Cat, and Orange is the New Black breakout star Laverne Cox in partnership with PRIDE week.
We identified and implemented strategic partnerships for Madame Tussauds with unique platforms and ongoing events at nontraditional venues. At events such as the Richmond/Ermet Aid Foundation Gala, we activated the brand by having wax figures such as Lady Gaga and Marilyn Monroe to surprise and delight guests. In addition, the Kate Winslet wax figure graced Sonoma International Film Festival, Joe Montana in wax was a highlight at the NFL Experience and a lifelike Tony Bennett was a centerpiece at the Super Bowl 50 media center.
The Laverne Cox launch generated 1.1 billion media impressions, including front page print coverage on SF Weekly and the SF Chronicle, widespread broadcast media and a mention on "Last Week Tonight with John Oliver.” We negotiated and managed the deal for the creation of a Stephen Curry wax figure, which generated initial media buzz of over 135 million impressions and press hits. The Dungeon on Ice partnership garnered over 2 million in media impressions, and the zombie-themed Wicked Wednesday late-night event generated 230,717 impressions in print and digital.