Campaigns: Entertainment - Hans-on experience pays dividends

Campaign: The Houdini Experience, starring Hans Klok
Client: Stardust Circus International
PR team: Katie Phillips PR
Timescale: December 2011-March 2012
Budget: £15,000

Entertainment firm Stardust International hired Katie Phillips PR (KPPR) to build the profile of illusionist Hans Klok in the UK and drive people to buy tickets to his debut show in London.

Objectives

- To build awareness and excitement around Klok in order to drive an audience to the theatre

- To gain a loyal fan base in the UK.

Strategy and plan

KPPR targeted national TV shows and online media, selling in showbiz and celebrity stories in order to draw attention to Klok's fame elsewhere in the world. A press pack was sent out about Klok and his career. KPPR brought in event management firm Concorde Media to help handle a celebrity red carpet for the opening night in February.

Measurement and evaluation

The One Show and This Morning invited Klok to appear on their shows. Print coverage included the Daily Express, ES Magazine, The Times' Saturday Review and The Guardian's Weekend magazine.

Results

In total, 23,364 people watched the show at the Peacock Theatre. In two months, the Houdini Experience gained 673 followers on the Facebook fan page for the UK, and 296 followers on Twitter.

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