Tickets for the hotly anticipated stage production Harry Potter and the Cursed Child went on general sale on October 30, and the AKA London team has been hard at work to deliver a magical campaign. Media activity included online theatre-section takeovers in Time Out, The Times Arts, The Telegraph and The Guardian Culture, in tandem with breakout ads in The Evening Standard, The Independent, The Sunday Times Culture and Mail on Sunday Event. In a first ever for these titles, the ads sat alongside genuine editorial.
AKA also ensured rail, underground and roadside exposure including a domination at Kings Cross Station, a favorite of Harry Potter fans because it’s home to the fictional Platform 9 ¾! The on-sale announcement created massive online buzz, with the AKA Social and Content Teams reporting 120 million estimated impressions featuring the production’s official hashtag and Twitter handle (@HPPlayLDN and #CursedChild) which trended worldwide.