How do you promote an obscure German play that is only performed every ten years since a small town in Bavaria? This was the challenge facing The German National Tourist Board when they approached us for support – hardly a straightforward brief!

With tickets already on sale we had to create a reason for broadcasters to speak to our spokesperson now as opposed to March 2020 when performances would commence.

We framed the interview against the backdrop of a recent research trip to Jerusalem that we positioned as the “official” start of rehearsals but because of the lack of news hook and the subject matter, the campaign called for a unique approach to media relations. This was not a case of using our black book of contacts or playing the numbers game via blanket emails to multiple outlets. We drew up a list of religious programmes on national and regional TV and radio outlets (our spokesperson was the man playing Jesus after all) and set up about creating a database of the producers we knew would be interested in the story. Good, old fashioned, phone bashing and establishing relationships with the right journalists on the day.