What’s the best way to get people talking about your new comedy TV show, based in the rather infamous UK city of Wolverhampton?
It’s quite simple really! You get a tonne of journalists on a private train to Wolverhampon, couple it with the show’s creators, Caitlin Moran and her sister Caroline, and make it a comical day out in a city that nobody knows much about. It’s exactly what Channel 4 and the duo had up their sleeves!
To promote Caitlin and Caroline’s new Channel 4 show ‘Raised by Wolves’, a comedy series based on their own childhood in Wolverhampton, the press team hired a Virgin train branded up to the max with Raised by Wolves merchandise. They took off from London to Wolvo on a school-trip style day out armed with a crowd of journalists and a lot of snacks.
What came next on the mystery tour? A coach tour of the city by Caitlin herself, sharing her favourite hometown landmarks, a photo call at their childhood home and an epic premiere of at Wolverhampton’s Cineworld cinema.
A simple campaign with sentiment that had a tonne of social mentions and I expect a tonne of coverage to come!
Check it out under the hashtag #raisedbywolves