BRAND EXTENSION // National Brand Partnerships
How to achieve national exposure for the launch of an immersive live entertainment event and ensure that it was positioned as both mainstream and approachable.
Boom specialise in sourcing, managing and analysing partnerships to maximise the value from the activity. It was clear that Alice’s Adventures Underground – a live and immersive event - was going to be the talk of the town but also risked feeling niche. To make a splash and to maximise the reach of the brand, Boom took the decision to go to nationwide from the start. Partnering with Tesco, The Daily Telegraph and Penguin Random House, Boom devised and achieved an industry first for the sector: a national newspaper book giveaway taking advantage of the 150th anniversary celebration of Lewis Carroll’s Alice’s Adventures in Wonderland to brand the book’s cover with the client’s event.
• Distribution in 1,700 tesco express stores nationwide
• £38,000 free advertising in The Daily Telegraph including the front cover strip