Over the last few weeks, we have been working with our friends at Manchester City of Literature on the communications campaign for their celebration of UNESCO’s International Mother Language Day (IMLD), which launches today. As with a lot of real-life events over the last year, this two-week long celebration has evolved to survive and comes […]
The Snow Spider is a brand-new five part fantasy adventure series which launched in March 2020 on the BBC One Wales, CBBC and iPlayer.
Based on Jenny Nimmo’s bestselling trilogy, The Snow Spider, and adapted by BAFTA award-winning writer Owen Sheers, the new show blends ancient Welsh folklore and magic with contemporary adventures.
Featuring an all Welsh cast including Melanie Walters (Gavin and Stacey) and Matthew Gravelle (Broadchurch), The Snow Spider is set in the beautiful mountains of Wales and is a world-class production for all the family with impressive visual special effects and gripping storyline.
Sundae was appointed by Leopard Pictures in late 2019 to produce a full TV press launch for the show to a consumer audience.
After completing a series of set visits and interviews with the cast during filming in 2019, Sundae was gearing up for an exciting few months ahead of planning a full TV press campaign, organising press features and arranging a preview screening of The Snow Spider in Cardiff in March.
Sundae was taken on by Leopard Pictures in October last year to launch the brand new Welsh fantasy family drama, The Snow Spider to the UK consumer audience. Regionality and on screen representation is incredibly important to us, and so we were honoured to be given the responsibility and wanted to deliver a campaign that really did the iconic Welsh story justice.
We worked closely with the BBC Wales press office to ensure all of our communications and messaging were accurate and that the history, Welsh language and setting were positioned perfectly and represented in the Welsh press, as well as making a huge UK splash for the show. The show’s writer BAFTA Cymru winner Owen Sheers penned a piece for the Radio Times on the importance of Welsh language on screen which really set the tone for the campaign.
As our Cardiff premiere and cast Q and A was cancelled due to the Coronavirus lockdown restrictions, media relations became the focus of the campaign. Our unit publicity, press pack and filmed on set interviews became central to the campaign and the unwavering support of the cast undertaking press interviews was worth its weight in gold.
Now more than ever, families are watching TV at home together, which made The Snow Spider the perfect pick for TV editors. The press campaign resulted in a beautiful coverage web across some great titles for The Snow Spider, which we are incredibly proud of including TV picks in Sunday Times, Daily Mail Weekend and Mail On Sunday.
Key national press features included interviews in the Daily Express and Daily Mirror, a double page spread in Radio Times, a ‘Behind The Scenes’ piece in Broadcast and television magazines including TV Choice and What’s On TV also ran interviews.
The children’s titles were core to this campaign, and pieces in First News, Girl Talk and Mega Magazine, championed the show, plus the young cast appeared on Blue Peter, for a special Snow Spider feature, just before the school closures.
Key Welsh broadcast interviews included Melanie Walters on BBC Radio Wales and also a feature about the show on Welsh language programme, Heno. Writer Owen Sheers also spoke on Radio 4’s Front Row via Skype, adding some special moments of magic to the campaign.
In the absence of live events, social engagement was more key than ever, and we worked with BBC Wales and CBBC to ensure the show was championed via their channels, in addition to engaging with the cast and crew to reach out to their own audiences sharing the trailer and building excitement around the show.