CLIENT
Disney Channel
BRIEF
Execute UK PR campaigns for brand new Disney movies Descendants and Descendants 2 to drive tune-in to premieres on Disney Channel and raise brand awareness of the franchise with key audiences.
WORK
For the brand new movie Descendants and returning movie sequel Descendants 2 we developed and implemented 360 PR campaigns that encompassed:
- producing and managing press junkets in London and Manchester that saw talent completing packed schedules of interviews with national broadcast, print and online media
- broadcast PR including target audience national TV and radio slots with tune-in credits for the movies
- publicity campaign for accompanying book release, extending awareness of brand franchise with audience
- influencer engagement campaign targeting parents and tweens
- UK media tour and journalist experiential dance tutorial with world renowned choreographer Kenny Ortega
- full TV programming publicity campaign including features, previews and reviews and press office
RESULTS
Descendants was the highest rated telecast on Disney Channel in the UK for 10 years and the highest rated telecast on Disney Channel ever with girls and tween girls ahead of High School Musical 2. Standout results from our PR campaigns include:
- Over 500+ pieces of UK press coverage across broadcast, print and online
- Successful press junkets attended by over 45 national media outlets
- Multiple media tours including national TV and radio interviews plus regional media calls
- Influencer and social media reach of over 8 million
