ROCK OF AGES THE MUSICAL

Brief.

We have worked with this smash hit stage show for almost 2 years, preparing to channel its Broadway success back to the UK.  We have been letting the UK media know about it since well before the UK version arrived. Journalists holidaying in NYC have seen the show to raise awareness, UK stringers were also encouraged to cover.  Now it was time to launch Rock Of Ages The Musical in London.

Strategy.

We successfully launched the UK production through an initial press conference with cast and producers and via a press trip for key media to see the show in NYC, connecting the ground work we had put in wirh both UK and US based journalists.  This led to several influential pieces, including The Times, Q Magazine, Metro, BBC Radio and Heart FM (a key target for the client). Interest and awareness quickly grew and the launch night saw BBC London and Sky News doing live broadcasts on the gala opening day. All other major news crews and print media covered the gala night that we had organised, Outside also booked celebrity guests for the event.

This led to us landing the cast a live performance on BBC TVs flagship charity show Children in Need.

As well as constantly keeping media attending the show and covering it, the stars are still being booked in for regular interviews across media platforms to keep the show in the public eye.  We also assist in organising paparazzi for any visiting stars who see the show, recently organising Britney Spears to be pictured with the cast with great national coverage that resulted.

Results.

It amounted to one of the most covered new shows in recent West End history and we continue to work with Rock of Ages The Musical on all media levels.  It has been a pleasure to work with the producers over a long term basis and really feel part of such a success story.