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:
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.