IceSpace

Campaign

IceSpace: The Launch

The launch of IceSpace, a temporary visitor attraction in London, the largest all ice venue outside the arctic circle.

Objectives

• Announce opening of contemporary new and cool ice attraction

• Position IceSpace as the place to be seen

• Create excitement and anticipation for the IceSpace using media publicity

Activity

Account Manager, Naomi Roots explains the approach to launching the IceSpace, “It was clear from day one that IceSpace was going to need a high profile, ‘glitzy’ celebrity launch; that was its character and that is what would do it justice. Celebrity involvement was crucial and fortunately the hype we created through a partnership with Capital radio, ensured many came to the launch party, walked the red carpet and had their photo taken by the paparazzi entrance we created to add an aura of exclusivity.

“Press and broadcast media, VIPs and key stakeholders were also there, so the IceSpace was launched with the ‘buzz’ of media interest required by its creators.”

Results

• Over 30 high profile celebrities came to the launch party

• Over 100 media were also in attendance (20 photographers, 5 TV crews)

• Created millions of coverage opportunities

• OK! Magazine carried an exclusive feature on the IceSpace

• Vast exposure across listings, bar guides and events media

• High impact photography