The Brief

Rumour Mill was tasked with maximising ticket sales and awards of the MAC’s annual Christmas show, Hansel and Gretel, with local audiences. We were asked to place a large emphasis on winning the hearts of families and helping them to add a visit to the MAC to their Christmas tradition.

The Approach

RMPR focused on ensuring that families were aware of the Christmas show, as well as other events and workshops happening at the MAC. Our photo call for the event was taken in Belfast’s beloved sweet shop – Aunt Sandra’s Candy Factory and helped us to create a sense of nostalgia for parents, which amplified the effect of the images we published to advertise the event. We encouraged families to spend ‘A Day at the MAC” and worked with local blogger Little Wood Life (26k followers) who we invited to spend a day at the MAC. This FAM trip allowed Emma, her husband and three children to experience an afternoon exploring the MAC exhibitions, time in the H&G themed Sweetie Shop, a meal at Native restaurant and an evening watching Hansel & Gretel. Emma vlogged the trip on social media and created a buzz around what the MAC had to offer to families.

A series of extensive media relations, event listings, interviews, reviews and compelling social media content were used to amplify the reach and buzz of the event.

The Outcomes

The modern take on classic tale, Hansel and Gretel, enticed huge audiences from 28 November through to 7 January, showing ticket sales had increase on 2016. The events surrounding the Christmas show, including the Phoenix Sweetie Shop saw footfall rise to over 50,000 throughout the festive period.