Case Study:

Jurassic World Live Tour

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The Work:

Irvin PR identified messaging, earned media, community outreach and social influencer initiatives to effectively inform the public about the production’s technology and special effects, and enhance visibility and excitement surrounding the brand-new, first-ever show performed in front of a live audience.

Story angles pitched to print, online and broadcast media outlets focused on aspects of the show that Feld Entertainment perfected: the production, technology and creative.  Irvin PR orchestrated a one-week advanced community outreach campaign (three weeks prior to Opening Night) put in place focusing on an animatronic dinosaur featured in the production and Jurassic World-themed STEM activities. The advanced outreach initiatives reached hundreds of central Ohio youth through partnerships with notable local organizations such as Columbus City Schools, COSI, Ronald McDonald House Charities, and Ohio History Connection.

We hosted an exclusive Media Day for social influencers, editors, reporters, radio hosts, and digital media teams to partake in various activities that highlighted the unique qualities of the production (e.g., technology, props, Dinoteer 101, photo ops with the famous Gyrosphere and Jeep found in the movie, etc.). Live TV interviews (from the local ABC, CBS, Fox and NBC affiliates) occurred on-site the morning of Opening Night.

The Results:

Jurassic World Live Tour received more than 30 traditional (TV, radio, online and print) media placements on the local level, estimating an audience reach of more than 500,000 and publicity value of nearly $30,000. More than 25 advanced social media posts from local micro and media influencers were also published. The Columbus Dispatch and CityScene Magazine featured JWLT on its front covers.