Scalextric PR programme – ARC Air launch & 60th Anniversary

CHALLENGE:
Celebrating the 60th Anniversary of Scalextric plus the introduction of ARC Air and new technology into the Scalextric brand portfolio.

APPROACH:
We established a dual PR strategy designed to both communicate the strength and heritage of one of the world’s most iconic brands plus link in new product developments to illustrate continued company investment into designing sets to appeal to a new generation and recruiting new Scalextric fans:
Feature placement across key National papers (Daily Mail, Daily Express, Daily Telegraph) and dedicated motoring titles to focus on the 60th Anniversary including visiting the Margate visitor centre and interviews with key Scalextric representatives past and present. Partnership with key motoring and tech Influencer to launch the new Le Mans set with a trip to the circuit and YouTube video creation seeded through dedicated channels. ARC Air launch event: tech, motoring and Influencers invited to experience the new ARC Air set. TV product placement campaign – targeting high profile TV soaps including Eastenders, Hollyoaks and Coronation Street plus Breakfast chat shows. Exclusive launch pieces on Geek Dad, Forbes, Mirror Tech, Gadget Show and BBC Technology for ARC Air system. Celebrity Influencer outreach to extend awareness across social media

IMPACT:
(ongoing)