THOMAS & FRIENDS GLOBAL REFRESH & LAUNCH OF BRAND NEW CONTENT

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CLIENT

Mattel

BRIEF

To develop and implement a 360 PR campaign for the global relaunch of Thomas & Friends, and to drive awareness and ticket sales for the brand new UK movie premiere and tune-in for the UK TV series launch on Channel 5 Milkshake!.

WORK

Working closely with the global PR and brand team we developed the global PR strategy for the brand refresh and launch of all-new Thomas & Friends, which includes a gender balanced steam team, new theme tune, global locations, new multi-cultural friends and a collaboration with the United Nations to help promote the Sustainable Development Goals in a pre-school friendly way.

We developed the global messaging and created a global PR toolkit and EPK for territories around the world to use. An international launch was held at MIPCOM including working with MIPJunior for a Premiere of the new content to key stakeholders and international media. Our media relations work on this event resulted in standout features about the new Thomas & Friends content in international media with a positive reception and coverage of the brand refresh.

Our global PR work also included media training, setting up and managing international talent and executive interviews and PR consultation on casting the new movie and TV series. In the UK we consulted on the PR strategy and developed PR campaigns for the launch of the new brand content including the brand new movie Thomas & Friends: Big World! Big Adventures! and the brand new TV series of the same name. This included setting up a brand partnership with BAFTA, UK celebrity talent interviews across broadcast, print and online media for the movie and a full TV programme publicity campaign that included news generation, talent interviews, expert interviews with the UN and a full previews and reviews campaign.

RESULTS

This was the biggest refresh to the brand in 73 years and the considered global and UK PR strategy ensured a hugely successful launch for the brand new content and collaboration with the United Nations and multiple PR moments and media coverage over 18 months for the brand. Standout results include:

  • Successful and well received international launch at MIPCOM including standout features in international and UK media and international mass news generation about the changes coming to the brand and content
  • Global PR toolkit used by 40 countries around the world
  • National broadcast TV coverage in the UK including celebrity talent interviews for the UK movie campaign
  • 300+ pieces of media coverage across broadcast, print and online outlets for the TV series launch

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