For a major product launch, ice-cream company Magnum were looking to make a big impact on adult consumer audiences.
In London, city-wide promotions involved full wrapping on 25 double-decker buses, coverage in major press and a strategic partnership with Time Out and Regent Street Association.
The company’s promotions online, in press and on billboards and buses across London were focused on one event; Magnum’s take-over of the iconic Regent Street.
Magnum needed not only to encourage visitors to this major traffic-free launch but also to lengthen the duration of their visit.
Corporate Entertainment and Hospitality
Regent Street, Central London
Magnum's PR team; Hot Pickle's team, Regent Street Association team; general public
1000+
Having provided popular public entertainment on the same street for a number of events, Magnum’s creative agency Hot Pickle approached City Academy to provide the entertainment. A key element of the brief was to identify and audition the most appropriate entertainment acts and ensure that all acts complied with brand specifications.
City Academy programmed a full programme of entertainment including choirs, professional dance acts, salsa dancers and stilt-walkers. Working closely with Hot Pickle we managed to reduce cost for the client and provide performance opportunities for our students.
The event was attended by 550,000 members of the public across the day.
"The Regent Street Association was delighted City Academy returned to Regent Street to perform at A Shopping Day with Magnum in May as well as Summer Streets every Sunday in July. Your activities were so enjoyed and appreciated last year; to attract crowds to actually dance on Regent Street is some achievement. Look forward to having you again."
Annie Walker
Regent Street Association