Following the success of our #Kidscoach last summer, Chiltern Railways called upon us to create another stunt based PR campaign for them – this time to promote their charity of the year announcement.
So, faced with a brief to generate a national hit and promote mindfulness activities on board the train, our clever team carried out a bucket load of research and came up with the idea to launch the first ever yoga train! Yes, yoga on a moving train, logistically challenging, visually brilliant. And we threw in some adult colouring books for good measure.
To give the campaign some credibility, we partnered with the University of Oxford Mindfulness Centre to provide us with some expert knowledge to add weight and insight to the campaign, and of course worked with a Yoga Instructor to create a series of train yoga poses which would form an infographic, to accompany the release and pictures.
On the launch day, we invited suited and booted passengers to take part in a complimentary yoga class led by our yoga instructor and managed a range of pictures – for health and safety reasons some of our more “daring” shots weren’t approved, but we still managed to get amazing media pick up with the likes of the Daily Mail, i, Daily Star, Magic FM and Metro covering the story.
If you’re interested in working with us on a quick win PR stunt, please contact the Hatch Live team via email@example.com