Hills Balfour
Paddington 2 UK Film Launch

MAXIMISING DESTINATION AWARENESS OPPORTUNITIES AROUND PADDINGTON 2 UK FILM LAUNCH

Challenge:

Utilise the Paddington 2 film launch to further highlight the relationship between Paddington Bear and Peru, the homeland of author Michael Bond’s beloved storybook character


Maximise coverage of Peru in relation to Paddington 2 within UK travel, lifestyle and entertainment media and increase awareness of Peru as a family-friendly holiday destination amongst the UK public

 

Solution:

Hills Balfour and creative agency MDSG partnered with the production company Studio Canal on Paddington 2 marketing and PR activity. Highlights include two high-profile events to increase awareness of Peru’s connection to Paddington Bear within the travel industry, as well as retail and media consumer promotions with the Telegraph, www.Paddington.com, ODEON cinemas and Marks and Spencer. This activity included cinema advertising spots; native content generation; a digital hub with a range of digital and social communications support; and an exclusive Marks and Spencer’s cardholder promotion.
Tickets to the Paddington 2 World Premiere on 5th November were allocated to the Peruvian Ambassador, delegates from the Embassy and the PROMPERÚ UK team who hosted VIP travel trade and media including The Times and National Geographic Traveller.
On 9th November, an exclusive advance screening of Paddington 2 was held for 60 travel trade and media including writers from Lonely Planet Traveller, the Sunday Times Travel Magazine, Harrods Magazine and TTG. Guests were welcomed with a Peruvian-themed drinks and canapés reception to give a taste of the country’s celebrated cuisine.
The campaign reached a total consumer audience of 25 million with a media value of £300,000.
Due to our collaborations on the 2014 and 2017 Paddington films, Paddington Bear is now known as one of the UK’s most beloved Peruvians, acting as an ambassador for ‘Darkest Peru’ and endorsing the destination’s lesser-known regions from the Amazon to the Andes.