Madame Tussauds Wax Attraction

BACKGROUND

The world-famous Madame Tussauds was slated to open their first and only music-themed attraction in the world in Nashville in 2017. With a goal to raise awareness for the new Nashville attraction on a national scale, drive ticket sales and foster a connection with the local community, RPR developed and executed a multi-faceted drip campaign throughout the year to announce the attraction’s lineup of music icons and take its figures to the public in a variety of unique ways.

 

STRATEGIES + TACTICS

Madame Tussauds relied heavily on a strong media relations campaign to bring awareness to the new Nashville attraction. Taking into account the importance of the media component, RPR created a plan that began with the first media opportunity, the groundbreaking news conference which occurred eight months prior to the grand opening date. We developed a drip campaign to share news and information about the attraction strategically each month following the groundbreaking. To stay top of mind of consumers eight months out from opening, our plan was exciting and always newsworthy to ensure media would continue to write about the attraction even months out.

RPR employed an aggressive media outreach strategy that targeted national, regional and local consumer lifestyle, entertainment and business outlets. Rather than solely issuing press releases announcing which celebrities would be featured in the new attraction, RPR developed creative angles and events to engage media in unique ways leading up to the grand opening, including:   

  • Debuting Blake Shelton’s first-ever wax figure on the TODAY Show at the start of a new season of The Voice. Hosts Kathie Lee Gifford and Jenna Bush Hager engaged with the figure on set, helping to drive a spike in website traffic and social media following for the attraction. 
  • “Pranking” Dierks Bentley, co-host of the 52nd Annual ACM Awards, on stage at the awards show by replacing the real Luke Bryan with a Luke Bryan wax figure during a performance. View the video here
  • Working with Reba McEntire to create a fun, spoof video at her Caesars Palace Las Vegas show. View the video here
  • Placing Jason Aldean’s figure in a Las Vegas hotel during the American Country Music Awards and inviting guests to take photos with it. Then, having the real Jason Aldean walk out behind the guests for a surprise meet-and-greet. 
  • Arranging for Trisha Yearwood to “meet” her figure for the first time ever at the grand opening ceremony. 

 

RESULTS

RPR earned more than 1.5 billion media impressions in print, TV, radio and online outlets with coverage in AP, USA Today, Rolling Stone, Billboard, CMT, US Weekly, The Wall Street Journal and the TODAY Show as well as The Tennessean, Nashville Lifestyles, Nashville Business Journal and on all local TV news stations. Madame Tussauds–Nashville opened to a booming weekend of visitors and RPR is continuing to work on additional projects with their team.