To create a compelling campaign to launch TCM’s Western Week to a target demographic through placing features in key prioritised titles.

Mission developed a campaign with celebrity endorsement and a press trip with key journalists to drive substantial features about The West and Western movies.

Mission commissioned celebrities Ray Winstone and Jerry Hall to front the campaign and take part in a number of interviews and a photo shoot. A selection of key journalists from national publications were also taken to Montana to experience the life of a cowboy / girl to generate substantial features holding clear messaging about TCM’s Western Week.

Mission managed the selection and recruitment of two celebrity ambassadors, curated and managed a major press trip to the US and continually managed campaign image placement across target print publications.

5 major national features derived from the Western Week cowboy press trip including a 6-page feature in The Sunday Times Magazine written by award winning journalist Bryan Appleyard. Interviews and campaign pictures running across target publications including Daily Mail Weekend, The Times, The Mirror and The Guardian.