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A photograph of Billy Billingham stood in front of a wooden fence. He has short salt and pepper hair and is looking straight in to the camera

Billy Billingham UK Tour

Task

We were entrusted with the high-profile mission of promoting SAS: Who Dares Wins star, Billy Billingham’s eagerly anticipated UK tour in 2023. Our mandate was to orchestrate a comprehensive media blitz, generating compelling features, exclusive interviews, captivating previews, and widespread listings to drive ticket sales and ensure packed venues for the live events.

What we did

We crafted and executed a multi-pronged strategy, targeting influential national media across television, radio, and print press to generate maximum exposure and buzz for the UK tour. Our approach was designed to captivate audiences and create a nationwide sensation.

Simultaneously, we developed an exhaustive and meticulously curated target list spanning all relevant regional areas. This ensured each show received bespoke, localised promotion, creating a groundswell of interest in every tour location. Our extensive outreach encompassed local newspapers, regional magazines, and radio stations, leaving no stone unturned in our quest for comprehensive coverage.

Results

Our campaign yielded extraordinary results, surpassing expectations and setting new benchmarks in tour promotion:

We successfully negotiated and secured a plethora of high-profile features, in-depth interviews, and tour previews for the national campaign, catapulting Billy Billingham into the spotlight across the UK.

Our broadcast coverage was nothing short of spectacular, including a prime guest slot on ITV’s This Morning and exclusive interviews on Virgin Radio, BBC Radio 2, and BBC Radio 5 Live, reaching millions of viewers and listeners nationwide.

We orchestrated a media coup, securing key features in some of the nation’s most prestigious and widely-read publications, including OK! Magazine, Daily Telegraph, Sunday Times, Daily Mail, The Mirror, Sunday Express, and Best Magazine. This print media blitz ensured Billy Billingham became a household name.

Our regional campaign was a resounding success, securing an impressive 230 regional placements, interviews, and listings for the tour. This included coveted BBC radio coverage in every single regional area, alongside prominent newspaper and magazine features in all local markets. We conducted a total of 20 targeted radio interviews, ensuring Billy’s voice resonated across the country. As a crowning achievement, we secured exclusive coverage on London Live TV News to promote the London show, creating a buzz in the capital.

To maximise ticket sales, we strategically ensured that all previews, listings, and features included direct links to purchase tickets, creating a seamless path from media exposure to box office success.

This comprehensive, multi-faceted campaign not only elevated Billy Billingham’s profile to unprecedented heights but also drove substantial ticket sales, contributing significantly to the tour’s commercial triumph and solidifying our reputation as the go-to agency for high-impact tour promotion.