Mainstage Festivals enlists Full Fat to promote drive in cinema experience

Full Fat, the creative communications agency, has been appointed to manage the PR for @TheDriveIn – a drive-in cinema experience that will launch across the country from July.

@TheDriveIn will run for 12 weeks across 11 UK cities, inviting consumers to pull up in their cars to enjoy a whole host of drive in experiences, from stand up comedy to bingo to silent car discos, ahead of watching some of the world’s best-loved films beamed straight into their car radio.

Full Fat will deliver the strategy, press office, press launch and retained activity for the series, which kicked off this week with over 100 pieces of earned editorial running on launch day and a reach of over 550 million to date.

Alan Crofton, @TheDriveIn organiser siad: “We wanted a PR company that had strong experience in delivering experiential activations and events to help us reach a nationwide audience for @TheDriveIn. After discussions with Ella and the Full Fat team, we were confident they would be able to nail the brief and so far the response has been amazing and incredibly positive. We’re happy to be working with Full Fat and looking forward to creating these fun experiences for the UK across the summer.”

Full Fat co-founder Ella McWilliam said: “As our sector in the experience economy pivots, demonstrating innovation and agility in these challenging times, it’s a pleasure to be working alongside Mainstage Festivals to achieve a mass-awareness campaign for @TheDriveIn. Our ambitions are to deliver a strategic and hard-hitting PR campaign for the event series, achieving a viral reach across national and trade media placements.

Full list of screenings:

London, South: 2nd – 5th July
Birmingham: 9th – 12th July
Manchester: 16th – 19th July
Newcastle: 23rd – 26th July
Edinburgh: 30th July – 2nd August
Glasgow: 6th – 9th August
Liverpool: 13th – 16th August
Cardiff: 20th – 23rd August
Bristol: 27th – 30th August
Southampton: 3rd – 6th September
Brighton: 10th – 13th September
London, East: 17th – 20th September

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