The
Brief

Our client, The Ice Co, had an ongoing partnership with Disney’s Frozen! The Musical, shown in Covent Garden. As part of the ongoing collaboration, The Ice Co. was capitalising on this by creating an eye-catching activation – unveiling ice sculptures of the Frozen characters in Covent Garden, with a guest appearance from the Frozen cast. Here at Hatch, we were briefed to maximise this opportunity with the press and achieve as much coverage as possible.

Obviously, ice doesn’t last forever. Additionally, due to performance commitments, the cast themselves could only make an appearance for fifteen minutes. Plus, there were certain elements that weren’t allowed to be publicised in terms of the communications, due to the legalities of the partnership and all parties involved.

The
Solution

/ PR

/ ACTIVATION

We worked with The Ice Co, Disney and Covent Garden on pulling together a pre-event press release to pitch to ‘What’s On’, and regional titles. We also sent a media call to nationals, relevant regionals and London lifestyle titles, theatre publications, and broadcast outlets. We managed press office on the day and organised a photographer, and post event, we pitched out high-res images to the news desks. On the day, a fellow Hatchling went to London to help manage media and the crowds, as hundreds of members of the public turned up for photo opportunities, causing a huge buzz on social. Media from key titles were in attendance meaning coverage volumes and quality was high.