Cinderella's golden carriage

PR Campaign for Cinderella at Belvoir Castle this Christmas

How we achieved national and regional coverage for ‘Cinderella at Belvoir’


Campaign planning for Cinderella at Belvoir started long before Christmas was on anyone’s radar. In fact, it was late August when we were busy planning press previews, competitions and long-lead media features to build anticipation for the event opening in November.

By combining a mix of PR tactics, we successfully created a magical campaign that grabbed the attention of the media, both regionally and nationally.

Campaign Highlights 

110+ pieces of known coverage

We secured coverage in all the key regional and national media covering radio, print and digital platforms. 

Through our well-established relationships with agency photographers, we were able to pique their interest with a behind-the-scenes, exclusive photo opportunity before it opened to the public. The photo stories were used in national titles such as The Mail Online and The Times. 

A combination of press releases, media pitches and advance press previews allowed us to achieve coverage in key regional news sources, including Leicestershire Live.

We also invited ITV Central, which came along to film a broadcast for its evening news programme.

A cohort of influencers and local stakeholders were invited to visit the castle for an exclusive festive preview of the exhibition, which the Redbrick team attended too!

What’s more, we managed several press visits, with local media and influencers visiting the fairytale castle throughout the festive period.

Fireplace decorated for ChristmasBelvoir Castle Guard room


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