PR Campaign for Cinderella at Belvoir Castle

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 secured broadcasts with both regional TV news outlets, BBC East Midlands Today and ITV Central.

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!

We also managed several press visits, with local media and influencers visiting the fairy tale castle throughout the festive period.

Fireplace decorated for Christmas Belvoir Castle Guard room


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