Promoting a live kids' show

Based on the hit animated TV series on Nickelodeon produced by Spin Master, PAW Patrol Live! “Race to the Rescue” returns to the UK and Ireland in 2020 for comprising 27 dates across 16 cities.

Our Role

  • Generate widespread media coverage across UK press to help drive ticket sales
  • Engage parenting influencers (in the tour’s 16 locations) to build pre-show excitement
  • Create a brand activation targeting pre-school audiences
  • Help cross-promote the tour at other character events.

Our Approach

We launched the tour to UK press in December, followed by a news story in February announcing the UK’s first arena family tour to offer accessibility for Deaf and visually impaired audiences at every venue.

We engaged relevant parenting influencers in each tour location to generate pre-show content; we targeted a national nursery chain with branded pre-school resources; and liaised with Rainbow Productions re cross-promotion at upcoming live appearances.

Our Results

  • 89 items of press coverage in 3 months; 1.8m online readership; 15.5k social shares
  • Regional coverage generated across all 16 tour locations
  • Influencers and nursery chain engaged to promote the tour
  • 35% of tickets sold before COVID-19 caused the tour to be postponed.