Crystal Maze LIVE Experience – Reimagined Future Zone & Spinning Planets launch campaign

How do you crack the Crystal Maze LIVE Experience?

We were appointed to provide PR campaign support for the launch of the reimagined Future Zone and brand new Spinning Planets game at The Crystal Maze LIVE Experience London, that opened 6th January 2018. The attraction is an immersive experience, based on the popular 90s TV show that sees teams of eight guided through four themed zones, by an eccentric Maze Master.

Our key focuses were: Raising awareness of the new attraction amongst consumers; Driving online sales; Forging new relationships with travel journalists – previously uncharted territory for the attraction; Differentiating from the TV show.

We delivered an exclusive evening launch event on 6th January to give key journalists the opportunity to come and play for real. Morning taster sessions for influencers and other media targets gave a flavour of the Crystal Maze and key journalists got a guided tour of each zone, including the iconic crystal dome to capture bespoke video and imagery and face-to-face interviews.

We developed an invite list of target media and enticed them to the Maze with a creative invite. Each journalist received a branded goody bag, and a press pack containing the brand story, key messages, imagery, and video. Journalists were also treated to a celebratory Crystal cocktail or mocktail.

BBC Radio One’s audience of 9,697,000 seemed a perfect fit for the attraction. We partnered with Grimmy’s breakfast show, one of the most listened to in the UK, as part of their month-long Jan Slam competition. One lucky listener got the chance to win tickets and play the game with Alan Carr and Nick Grimshaw. This provided 22 on-air plugs in January and also post-visit on air with Grimmy and Alan.

Following the success of this one-off campaign, we were awarded the retained PR account for The Crystal Maze LIVE Experience in both London and Manchester.


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sell-out of the attraction Jan and March
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resultnumber: “162”
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press attended from 42 publications with
55 pieces of coverage generated
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resultnumber: “974700”
resultcontent: ‘combined online following including Reggie Yates, Yasmin Evans, Mercston and Peter Mac’
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