We partner with Wicked on an on-going always on basis to position Wicked as The West End’s must see show and drive ticket sales through unique media relations and PR stunts and activities.

We activate both brand calendar events such as kids week, mothers day and Easter holiday activities as well as stand alone tactical events such as influencer visits, press evenings and most recently, a positioning activation around strong female leads.

Some recent activations have included:

Media Night

In April, we  invited 15 key press and influencers down for a media night, resulting in coverage across Instagram, Twitter and TikTok.

Journalists from outlets including Buzzfeed, Seasoned Buzzfeed, Popsugar, Grazia Online, Stylist Online and The British Blacklist, Pink News and The Black Ballad attended, as well as influencers and content creators such as Louise Pentland, Freddy Cousin-Brown, Chizzy Akudolu, Henry Calvert and CBBC Presenter/Strictly Alum Rhys Stevenson. Coverage secured on their channels had a combined following of 4,131,700.

International Women's Day

To celebrate International Women’s Day, key female journalists were sent a Wicked-themed biscuit media drop.

The biscuits were designed by the female-owned company Baked By Steph who replicated the “For Good” scene to illustrate this female empowerment moment from the show along with its iconic lyrics. 

The “making of” the biscuit was also featured on the Baked By Steph as a sponsored Instagram post on International Women’s Day.

History Alice x The Apollo Victoria Theatre

We worked with specialist content creator History Alice (747k IG, 477.6k TT) to create a social piece celebrating the history and design of the Apollo Victoria Theatre - home to Wicked for the past 16 years.

The video looked at the theatre’s past as a supercinema and its art decor roots, pointing out key details that audiences could look for on their next visit to the show. The piece to date has accumulated 246k views, 15,100 likes and 200 comments.

Dancing Through Life: When Ryan Met Rhys

As the 2022 season of Strictly Come Dancing came to an end, we tapped into the conversation and buzz surrounding the show by inviting 2021 semi-finalist Rhys Stephenson down to the theatre for a backstage chat with Ryan Reid.

Alongside an interview component which gets to know Ryan and the show more, as well as some quickfire Wicked x Strictly questions, the piece also kept in the dancing spirit with Ryan teaching Rhys some of his Dancing Through Life choreography.

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