Our job is to ensure that our clients’ product - including films, TV shows and video games - attract and engage the target audiences who will, as a result, commit to the call to action whether that be buying a cinema ticket, watching a TV show or buying the game.
We do this in several ways including (but not limited to) seeding out trailers, clips and images to press; arranging exclusive asset launches or features with outlets; organising preview screenings and events for press, influencers and fans; arranging influencer activations and media partnerships; setting up interviews and junkets with talent. Whatever the scale of the campaign, we strive to find the right mix of activity to make each project as targeted, creative and successful as possible.
As big Elton John fans, our publicity and social teams were honoured and excited to work on 2019’s Rocketman - a colourful musical fantasy inspired by the star’s incredible life.
During the campaign, we had the pleasure of inviting media and influencers to an exclusive early footage presentation at the iconic Abbey Road Studios (it’s fair to say this was one of those fantastic “pinch me” moments for our Substance team members working at the event!), as well as working with photographer Linda Blacker on a stunning influencer shoot which highlighted the film’s “Never Ordinary” tagline. However, in this blog post, we wanted to specifically talk about the talent access that allowed us to reach a variety of audiences.
One of the joys of working on Rocketman was that the studio was able to offer us time with a wonderful and wide array of talent, meaning we could explore all avenues when it came to setting up media interviews.
Access to the main cast meant we were able to secure strong coverage across entertainment and lifestyle outlets such as UNILAD, NME, Digital Spy and Cosmopolitan, while time with producer Matthew Vaughn and director Dexter Fletcher was secured for film-focused media including Picturehouse and Film Stories.
Music was obviously a huge theme across this film and time with music producer, Giles Martin, who produced the movie’s extraordinary reimagined soundtrack, spoke with outlets such as HMV and Smooth Radio about his work. These interviews offered an insight into the monumental undertaking of re-recording Elton’s iconic tracks with Taron Egerton and the rest of the all-star cast.
We were also thrilled to have interview time with renowned costume designer, Julian Day, who, following on from his work on Bohemian Rhapsody, brought Elton John’s eccentric and flamboyant costumes to the big screen for Rocketman. Expanding our audience and heading down the fashion and culture route, we were able to set up interviews with Topshop, Schön and Culture Whisper at the V&A in London.
Aside from more traditional junket interviews, we were lucky enough to have the opportunity to take rising star Charlie Rowe, who played Ray Williams - the man who discovered Elton John - across London for studio visits. As a fashionable young actor with some impressive projects behind him already, Charlie was the perfect candidate for a profile piece and photoshoot with male lifestyle outlet Fashion Beans. We also engaged a youth-focused audience with a fun interview at the ASOS studio for their Instagram series ‘Haul or Nothing’, which sees celebrity guests unpack an ASOS parcel containing their chosen outfit whilst discussing their current project.
Working on this campaign was a memorable experience for the entire team and we were so honoured to be a part of this, award-winning, vibrant and extraordinary film.