PR & Influencer content to drive tune-in

A remake of the iconic 1965 Gerry and Sylvia Anderson show, ITV’s rebooted Thunderbirds Are Go uses models and CGI animation to introduce the adventures of the Tracey brothers and International Rescue to a new generation of fans.

Our Role

  • Drive tune-in for the launch of Thunderbirds are Go season three’s final episodes
  • Build ITV and CITV audience share, particularly amongst boys aged 4-9 years
  • Generate opportunities to promote and drive sales of Thunderbirds Are Go toys

Our Approach

Highlight devised an integrated campaign which:

  • Generated media coverage around the TX announcement and new VoiceOver stars: Sheridan Smith and Gemma Chan
  • Created influencer content themed around a ‘Space Camp’ reflecting the new episodes’ story arc
  • Set up media competitions and influencer unboxing reviews

Our Results

  • 3.5 million reach across press, Instagram, Tik Tok, Facebook & YouTube
  • 87% of coverage referenced TX info; 95% of social content tagged @ThunderbirdsHQ
  • 25% increase in TV-set audience for premiere simulcast episodes; 53% increase in boys aged 4-9 years
  • Campaign drove Thunderbirds Are Go to average the highest volume across kids’ TV in the Saturday 8.30am slot during the 8 weeks of premiere episodes