Case Study: Swimming with Sharks |
Client: Merlin Events
Campaign: Swimming with Sharks (part of a 12 month PR campaign) Brief: To create a news angle for Merlin Events ‘Feed a Friend or Foe to the Fish’ competition which involved snorkelling with sharks, in the shark tank, at the SEA LIFE London Aquarium. Objectives:
The competition was turned into a news story by positioning it as Merlin Events’ newest experience for corporate clients. Event organisers hosting an event at the SEA LIFE London Aquarium could arrange for up to two guests to get into the shark tank, with professional divers, to experience the marine life up close as part of their event. |
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An exclusive was secured with Event magazine. Features editor, Rachel Bull was the very first to try the new Swimming with Sharks experience. Arriving at the Aquarium Rachel changed into a wet suit and headed to the shark tank for a safety briefing before being submerged. The whole event was recorded including vox pops from Michael Aldridge, General Manager, Merlin Events and Jamie Oliver, Deputy Curator, SEA LIFE London Aquarium. The footage was later edited into a video which appeared on Event TV alongside a news story. A second video with additional content and branding was made for the Merlin Events YouTube page, and uploaded following the coverage on Event magazine’s website and newsletter.
A press release was distributed to other industry titles announcing the new experience which ran alongside a Twitter campaign. |
Results:
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