We’ve been lucky enough to work on some pretty iconic live experiences over the years – Disney On Ice, Monster Jam, and now, the launch of NEON at Battersea Power Station – London’s brand-new destination for immersive cultural experiences, kicking off with Jurassic World: The Experience.So, how do you launch something like that and make sure people actually show up? Senior Account Manager Leonie shares her go-to formula for launching live shows, attractions, and immersive experiences – ensuring you’re in all the right places, with all the right people.

STEP 1: Start with a bang (and a little gifting magic) We always like to kick things off with a big announcement moment – and a little something to get our network talking. My personal favourite was a Mickey Mouse piñata with confetti that revealed the name of the new Disney On Ice show! Think creative, themed gifts sent to journalists and influencers that feel personal, on-brand, and instagrammable. This is where you start lining up that all-important media coverage and sparking organic chatter on social. 

STEP 2: Plan a buzzy launch eventWhile the announcement period is crucial for drumming up ticket sales, there’s nothing like seeing the experience IRL to get the buzz going. A launch event is your big moment to bring in talent, media, influencers and celebs for an exclusive first look. Snag a big-name guest or two and suddenly you’ve got a shot at showbiz pages on the likes of Mail Online or Hello! – which is a sure-fire way to impress the client and drive that extra awareness. If Jessie Ware is at Disney On Ice, then your consumers will want to be there too!

STEP 3: Carve out a moment for broadcastTV can be a trickier nut to crack – they’re not likely to just turn up unless there’s something in it for them. More often than not, you’ll need to pitch something bespoke or bring the moment to them. Whether it’s building an ice rink outside the studio of ITV ThisMorning, or Ant and Dec learning to drive a monster truck (our personal fave), create a moment they can’t say no to.

STEP 4: Don’t let the buzz fizzle outSo, the launch was a hit – now what? There are loads of ways to stay visible after opening week, from ‘What’s On in London’ roundups to seasonal content hooks like half-term survival guides. Stay plugged in to the media calendar and make sure you’re always part of the conversation. Keep the momentum going through organic influencer attendance, strategic paid partnerships, and fresh pitching angles that drive feature coverage and give press a reason to keep talking about you.

Launching a live experience is part creativity, part strategy, and part stamina. There are a lot of moving parts, and you do need to be everywhere at once – but with the right approach, you can turn any event into a must-see cultural moment.