The world-famous Madame Tussauds chose our team to open its first and only music-themed attraction in the world in Nashville.
Madame Tussauds Nashville
INSIGHT
It’s not often that you get to pose for a photo with Jason Aldean and Justin Timberlake in the same day. Madame Tussauds Nashville makes it possible in Music City.
STRATEGY
Raise awareness for the new Nashville attraction on a national scale, drive ticket sales and foster a connection with the local community.
ACTIVATION
London-based Madame Tussauds relied heavily on a strong media relations campaign to bring awareness to the new Nashville attraction. Taking into account the importance of earned media, we created a plan that began with the first media opportunity, the groundbreaking news conference which occurred eight months prior to the grand opening date. To stay top of mind with consumers eight months out from opening, our drip plan was exciting and always newsworthy to ensure media would continue to write about the attraction even months out.
We 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, we developed creative angles and events to engage media in unique ways leading up to the grand opening.
From taking Blake Shelton to the TODAY Show, to having Luke Bryan trick Dierks Bentley with his figure live from the CMA Awards and having Reba McIntire unveil her lookalike on Entertainment Tonight, we came up with out-of-the-box ideas to unveil each figure.
RESULTS
We 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 we continue to work on additional projects with their team.