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Madame Tussauds
Madame Tussauds
Sea Life London Aquarium
Madame Tussauds
Sea Life London Aquarium
Madame Tussauds
Sea Life London Aquarium
Sea Life London Aquarium
Sea Life London Aquarium
Madame Tussauds
Madame Tussauds
Madame Tussauds
SEA LIFE London Aquarium
the London Dungeon

  3rd July 2012
Rocketing ticket sales for Up at The O2

freerange launched London's newest visitor attraction, Up at The O2 - an exhilarating climb up one of the world's most iconic buildings culminating in spectacular views from a central viewing platform. A multi layered campaign resulting in high impact national print coverage, in-depth regional TV pieces and widespread online buzz , contributing to rocketing ticket sales in first two weeks of opening.

  22nd June 2012
A-list football supporters gather at Madame Tussauds London.

freerange launched London's newest visitor attraction, Up at The O2 - an exhilarating climb up one of the world's most iconic buildings culminating in spectacular views from a central viewing platform. A multi layered campaign resulting in high impact national print coverage, in-depth regional TV pieces and widespread online buzz , contributing to rocketing ticket sales in first two weeks of opening.

  7th June 2012
Eddie “The Eagle” tests Weymouth SEA LIFE Tower

A dare devil pre-opening news story for the new Weymouth SEA LIFE Tower saw Eddie “The Eagle” Edwards test one of the evacuation systems – a chair hoist dropping him from 53m. The resulting pictures and footage led to three pieces of on message regional TV coverage, widespread local and regional pick-up plus substantial online including a full gallery of shots on Daily Mail Online.

  24th May 2012
A new Royal resident for The LEGOLAND Windsor Resort

freerange created Diamond Jubilee buzz for The LEGOLAND Windsor Resort with the creation of a regal new resident for the attraction’s famous Miniland area. A brand new LEGO model of The Queen was installed, complete with specially commissioned REAL diamond encrusted crown by renowned jewellery designer Dinny Hall. 122 pieces of coverage included national and international TV, national newspapers and magazines and widespread online.

  14th May 2012
Her Majesty’s Diamond Jubilee figure at Madame Tussauds London

freerange orchestrated a finely-tuned mass media call to unveil the 23rd figure of Her Majesty in at Madame Tussauds London. News activity was supplemented with carefully placed features resulting in 643 pieces of coverage, hitting every national newspaper over the launch period. Six national TV items, included a four minute feature on BBC Breakfast prior to the launch and a feature lasting over six minutes on This Morning post-launch.

  11th May 2012
Snorkel with Sharks at the SEA LIFE London Aquarium

Charged with launching a new experience, freerange invited adventurous journalists to snorkel with the sharks at the SEA LIFE London Aquarium.   The Sun, Sunday Express, ITV London Tonight and the Evening Standard took the bait to contribute to 16 pieces of in-depth, on-message coverage.

  4th April 2012
A record breaking figure launch for
Madame Tussauds

It was a Royal Flush for Madame Tussauds as we launched the Duke and Duchess of Cambridge to a monarchy-loving public and secured coverage in ALL national newspapers, as well as 14 pieces of national tv coverage and full pages in OK! and Hello! With almost 450 pieces of coverage from announce to launch, this has been one of our most successful figure launches to date.

  19th March 2012
The LEGOLAND Windsor Resort Hotel Launches

It was a family affair as the doors opened for the first time at a brand new hotel. VIP guests at the 150 room, fully themed LEGOLAND Windsor Resort Hotel included Michael McIntyre, Tim Minchin, Tom Hardy, Vic Reeves and Nancy Sorrell, Jo Joyner and Tracy Ford – all with their very excited children, of course! The VIP preview was the culmination of a launch campaign that has so far delivered over 200 pieces of coverage, including 35 national newspaper articles and over 80million opportunities to see.

  12 January 2012
The Force is With Us...

LEGO Star Wars villains and heroes took over LEGOLAND Windsor Resort's famous Miniland to herald the coming of LEGO Star Wars Miniland experience in March , creating a high impact picture gallery that has generated 20 pieces of coverage and 126million opportunities to see/hear about the new experience PLUS excellent buzz on social media and amongst fans.

  03 November 2011
A Spooktacular Halloween For The London Dungeon

This October freerange were tasked to make a broadcast splash for the home of Halloween, the London Dungeon - and boy did they deliver! Over the period, almost 50 pieces of high quality, targeted coverage was achieved including EIGHT television pieces - Daybreak, This Morning, Blue Peter twice, and Strictly Come Dancing to name just a few. The broadcast coverage alone amassed 17.5 MILLION viewers resulting in record breaking bookings over Halloween weekend for the top attraction.

  10th August 2011
Who's The Daddy

freerange worked up two fun and quirky creature feature stories to drive visitors to the SEA LIFE London Aquarium over the summer. The combined force of Gary the Kit Kat eating Gourami and seven baby rays being born with no male stingray in sight - prompting 'who's the daddy' headlines - has resulted in 133 pieces of coverage to date, including seven national pieces with a PRV of almost £125K.

  10th August 2011
World champion Jessica Ennis wins a place at Madame Tussauds London

As the countdown to next year's Olympic Games hots up in earnest Madame Tussauds paid tribute to team GB as one of its brightest hopes, World Champion Heptathlete, Jessica Ennis unveiled her new wax figure.

Portrayed in an iconic post-race celebration pose with her arms raised triumphantly as she proudly holds aloft a Union Jack flag, the real Jessica was blown away by her wax double.

This outstanding figure with excellent side-by-side images achieved over 130 pieces of coverage including FRONT PAGE of the London Evening Standard plus over 5mins of broadcast across national Sky Sports News and regional Yorkshire television.

  23rd June 2011
Merlin Entertainments Group Chief Executives singles out freerange in a Marketing Week profile

Mark Sands - Head of audiences and media for Tate Galleries asks: "What do you think is the most efficient marketing channel available to you?"

Nick Varney (NV): The most efficient channel for us is publicity. Getting TV and press to cover new rides or investments will often half our job. We use PR agencies and have our own in-house teams to get the right type of publicity. Recently [news programme] London Tonight did a segment on our penguins' trip from Weymouth to the London Sea Life aquarium. We had two minutes solid on the programme, which culminated in images of the penguins hopping out happily on the ice and diving into the water. You can't emulate that even with advertising.


  1st June 2011
X-Factor Fever at Madame Tussauds

freerange created a topical celebrity story for May half term with a simple re-positioning of new judge Gary Barlow to the attraction's X-Factor studio area. A story was created around a special agreement with the show's producers giving Madame Tussauds guests a "wildcard" chance to audition for the judges for real. A powerful picture helped deliver 81 pieces of coverage and give UK visitors a reason to visit over the school holiday.


  6th April 2011
The Ride of Your Afterlife at the
London Dungeon

A unique new entertainment experience was unleashed on a VIP audience on Thursday 26th May as the London Dungeon premiered Vengeance, the UK's first ever 5D laser ride. Guests included broadcaster Jonathan Ross and his award winning screenwriter wife, Jane Goldman plus kids, Eastenders' Sam Attwater and Ricky Norwood and their glamorous girlfriends Sugarbabe Jade Ewen and Dancing on Ice's Chloe Madeley, who were pitched against an army of vengeful spirits in a fast paced shoot-out.

The twittersphere lit up as celebrity gossip columnists 3am shared news from the event and broadcast was well and truly covered as Daybreak, This Morning and Newsround tried the ride out themselves on behalf of their viewers. A total of 72 pieces of coverage were achieved, representing a PRV of £400k+ and creating over 182m OTS.

  3rd June 2011
Russell Brand's Makeover Makes The News

freerange gave Madame Tussauds' Russell Brand a cheeky makeover in homage to his role as playboy millionaire Arthur. A top hat, DJ and Arthur's obligatory bottle of booze tickled the news buds of national and regional press and OK dedicated a whole picture gallery to the re-dress.

  31st May 2011
"Absolutely fantastic coverage-like a 2 minute TV ad!" for Penguins: Ice Adventure!

The first colony of Gentoo Penguins to take up residence in England arrived at the SEA LIFE London Aquarium in May, part of a major new Antarctic themed Penguins: Ice Adventure and freerange took the opportunity to make some real noise for the attraction.

From training the aquarists to deal with Antarctic conditions to moving the penguins from their temporary home in Weymouth, freerange exploited all potential news hooks to deliver 42 pieces of outstanding broadcast, print and online coverage over the period - resulting in a PRV of £1,245,393. Highlights include a 3 minute feature reaching 1 million viewers on London Tonight one week before launch (http://www.itv.com/london/herding-penguins-is-hard51418/) and TEN launch day hits on Daybreak, also reaching 1 million viewers, live from the penguin enclosure.

  9th April 2011
Freerange sorts the men from the scare-babies at the london dungeon's new jack the ripper exprience

When freerange heard that the London Dungeon's new, enhanced Jack the Ripper show was causing guests to faint in the aisles - and that the most sensitive to the scares were men - they called in intrepid reporters from The Daily Star to see whether guys or girls are the biggest scare babies. The resulting centre page spread showcased the entire attraction reaching over 1.4 million readers on the first weekend of the Easter holidays and racked up a PR value of over £80,000.

  12th April 2011
Putting a shine on the gadget show live for brasso gadgetcare

Vera, the Gadget Gran and face of Brasso Gadgetcare, gave Titan the Robot a rubdown on the press day of the Gadget Show Live to secure on-brand national and regional coverage, including the Daily Telegraph and Metro. The giant Titan came face-to-visor with technology's very own supergran as he dropped by the Brasso Gadgetcare stand for a buff and polish from a woman who knows a thing or two about androids and apps!

  15th March 2011
Bieber-to-Bieber fever at
Madame Tussauds

The world's most famous teen came face-to-face with himself at Madame Tussauds in one of the attractions most carefully co-ordinated launches. With Bieber-fans at fever pitch, the figure unveil - and the teen's appearance at the attraction - was kept top-secret to avoid a roadblock.

The invitation-only photocall yielded 163 pieces of print and broadcast coverage with the print reach alone of 22million+, generated hundreds of online hits and drove over 4,000 new twitter and facebook fans for the attraction.

  21st February 2011:
Divers Prove Their Love Is Deep With An Underwater Blessing At The Sea Life London Aquarium

Aquarists at the SEA LIFE London Aquarium proved just how deep their love was on Valentine's day with a truly unique underwater blessing - dressed in full wedding finery in the colourful Ocean Reef Display.

This fin-chanting story received wide pick up, with footage on national newspaper websites including Dailymail.co.uk, Guardian.co.uk and Mirror.co.uk, pictures in Hello Magazine, a double page spread in Time Out Magazine and coverage stretching as far as Australian TV news!

  20th February 2011:
Bollywood 'Body' Honoured at Madame Tussauds London Hrithik Roshan Unveils his Daring New Wax Figure

Heartthrob Hrithik Roshan became the most recent Bollywood star to come face-to-face with his wax figure at Madame Tussuads London this January, in one of the attractions most daring ever figure reveals.

The outstanding side by side images of Hrithik and his figure achieved widespread international broadcast and print coverage, from BBC Asian Network to NDTV, from The Metro to The Times of India.

  21st February 2011:
Gruesome Cupcakes

In typical subversive style, London's top scare attraction, The London Dungeon, doled out cupcakes with a difference this Valentine's Day. Forget sugar candied heart shapes and pretty flowers, and think oozing, gruesome human hearts. The attraction teamed up with the notorious Miss Cakehead, famed for the incomparable 'Eat Your Heart Out' cake exhibition, and gave the first 100 couples this revolting, yet tasty treat!

This wickedly delicious promotion had high impact national newspaper coverage in Valentine's themed supplements including the News Of The World and Daily Mirror, and achieved widespread online coverage from View London to globally influential websites buzzfeed.com and trendhunter.com.

  9th December 2010:
Madame Tussauds Goes Gaga

The world went ga-ga for Lady Gaga when Madame Tussauds held its most ambitious figure launch ever. Eight attractions around the world revealed a unique and differently styled wax figure of the international superstar on the same day - with each look kept tightly under wraps until the moment they were unveiled.

London's head turning telephone styled figure was a hit with fans and media, generating mass online buzz and high impact picture stories in six national newspapers - reaching nearly a third of the UK population.

  16th November 2010:
Spot the Difference... Twin baby jaguars arrive at Loro Parque, Tenerife

While one may have a smooth black coat and the other a scattering of spots, these two adorable jaguar cubs are in fact the latest set of twins to arrive at the renowned nature park Loro Parque, in Tenerife.

The charming footage of the inquisitive pair was shown on CBBC's Newsround and the images of the feisty felines also featured within the Pictures of The Day gallery on The Daily Telegraph online.

  28th October 2010:
London Dungeon Halloween Show

The London Dungeon enjoyed some Xtra special coverage today as the remaining contestants in the X Factor got into the spirit ahead of Saturday's Halloween Show.
  20th October 2010:
New faces at Madame Tussauds

National treasure Cheryl Cole joined the A List at Madame Tussauds London this month, visiting the attraction to unveil her double.

Cheryl was taken-a-back by the experience which she described as "amazing and mindblowing". "I can't explain how strange it is! It will take a little while to take in!" Astounded by the likeness she put the accurateness down to the fantastic craft of the Madame Tussauds team. When asked who she would like her figure to stand alongside she made it clear who she did not want to hang out with declaring "keep me away from Simon!".

  12th October 2010:
A 25 Stone Baby...

Imagine giving birth to a 25 stone baby... well killer whale Katina did just that this weekend at SeaWorld Orlando. This new addition to the park is Katina's 7th calf and SeaWorld veterinarians remain optimistic about the progress of the mother and baby - they seem to be getting along swimmingly!

The amazing footage of the labour was shown on top children's national news programme Newsround and also on BBC3's evening news bulletin.

  7th September 2010:
Pizza in the Middle Ages

Dover Castle brought back the tastes of the middle ages and joined forces with a leading pizza restaurant chain to create a range of pizzas with a distinctly medieval twist.

With toppings including pigeon, eel, boar and fig, media tastebuds were well and truly tickled and coverage reflected the publics' appetite for the weird and wonderful.

  16th July 2010:
Dead Famous

In true London Dungeon's style freerange came up with a subverted adoption scheme for the leading scare attraction. Forget animals, we're talking gravestones!

To kick start the scheme Mayor Boris Johnson was awarded immortality and his own personal epitaph scoring a picture hit in Metro.

Dottie the Dolphin - Seaworld
  15th July 2010

Dottie the dolphin from SeaWorld San Diego hit the headlines and made medical history this week when she became the first dolphin ever to have dialysis.

The 23-year-old Atlantic bottlenose dolphin went into kidney failure due to complications from kidney stones, but thanks to 'human' doctors she is making a full recovery.

Madame Tussauds - Most Kissed
  6th July 2010: Top of the Snogs...

What better way to measure who the hottest celebrities are than by the number of kisses their figures get at Madame Tussauds?

Firmly supporting the top attraction's positioning as a "barometer of fame", freerange put out a list of its most kissed celebrities to celebrate National Kissing Day creating an avalanche of coverage from celeb mags, to national newspapers, radio debates and London TV.
Madame Tussauds - Marvel Super Heroes
  June 2010: PR in the 4th Dimension…

The launch of Marvel Super Heroes 4D at Madame Tussauds on June 2nd saw freerange secure heroic amounts of coverage and reach out to the comic-loving fraternity online to generate buzz around this brilliant new attraction. Print PRV stands at £418k+ and counting and features on Newsround and R4s Front Row were cherries on a very tasty cake.
  01st June 2010

Fancy a 300 dish desert banquet? Well Queen Elizabeth 1st did so we worked with jellymongers extraordinaire, Bompas & Parr, to recreate a banquet served to the enduringly fascinating monarch.

Held in the Elizabethan garden at English Heritage's Kenilworth Castle, extensive resulting coverage saw uplift in visitors and a renewed interest in ambergris, or whale vomit, as a tasty ingredient for deserts - coming to a dinner party near you soon!