Madame Tussaud’s New York – Not Your Ordinary Wax Museum!
Wills Communications, Inc. was selected to handle all marketing communications activities and events for Madame Tussaud’s flagship property on Times Square based on our generation of over $5 million in publicity associated with the launch of the brand in the United States at Madame Tussaud’s Las Vegas.
We teased target media nationwide with the mailing of a wax apple and a tag line stating, “Did you know that 200 of the world’s hottest celebrities will be moving to Times Square this fall? We’ll keep you posted.” The mailing was followed by an exclusive piece in The New York Times simultaneous to the distribution of press kits and the announcement event media alert.
For the announcement event, we secured the participation of Mayor Rudolph Giuliani, whose portrait was unveiled on 42nd Street in front of the attraction, generating over 50 million media impressions. We developed and directed the grand opening, closing off 42nd Street for a gala celebrity event that attracted 2,000 guests, more than 300 media from around the world and remarkable publicity.
The Madame Tussaud’s New York grand opening campaign generated over one billion domestic and international media impressions including coverage on CNN, Entertainment Tonight, The Today Show, The Daily Show, The Late Late Show with Craig Kilborn, and Saturday Night live, as well as all affiliates in the New York market and top markets nationwide. Print coverage was generated in outlets such People Magazine, InStyle, The New York Times, and in daily and weekly publications locally, nationally and internationally.