BBC Worldwide asked freerange to re-invigorate the Teletubbies brand and support a UK-wide dance tour.
Freerange positioned the tour as the Teletubbies 'comeback'- think Duran Duran, Take That and Spandau Ballet! Buzz-building began with a tongue-in-cheek teaser suggesting the Teletubbies might be reuniting to fill one of the 50 Michael Jackson dates at the 02, fuelled by a pic of two of the 'tubbies 'papped' moonwalking with the 02 arena visible behind them.
The UK tour was announced 2 weeks later with a picture of all 4 Teletubbies 'in rehearsal' at the Pineapple Dance Studios - which resulted in Paddy Power opening the books on their getting another no1 hit! Artist interviews and photocalls held at each venue on the day generated a mixture of national and regional news.
The final piece of activity was an appearance on Paul O'Grady which saw Jack Dee dancing with Tinky Winky, Dipsy, Laa-Laa and Po. TV gold!
• Coverage: Over 171 pieces of
coverage across national,
regional, broadcast and online
• ROI of 1:16 • PRV of £320k+
