Can The Great British Bake Off stage musical serve up a showstopper?
Arts & Entertainment
The Great British Bake Off Musical
A cultural cornerstone takes to the stage
Borkowski launched and managed publicity for the ambitious musical theatre adaptation of televisual staple, The Great British Bake Off. The production premiered at the Everyman Theatre in Cheltenham with the aim being to create enough buzz to secure a West End Transfer.
The publicity strategy combined placing major national establishing pieces in the Sunday Times, Guardian and BBC News to create momentum and prestige; creating a strong profile for the creatives and cast in the musical theatre media; deploying influential Bake Off fans and alumni to promote the show; using our deep roots in South West England to create a powerful local campaign, and tapping into the debate and meme-ification of the surprising choice to adapt a reality television staple for the stage to create further pop-cultural awareness.
The production's initial run saw nearly 1,000 items of coverage, and a successful run ensured a West End Transfer for 2023, announced with major news items on Channel 4 News, in the Evening Standard and across Theatre and social media.
750K views
Borkowski coordinated a groundbreaking TikTok ‘cultivation’ event, achieving 750,000 views within the first 24 hours.
The event received extensive broadcast coverage on major platforms including This Morning, ITV National News, ITV London, BBC Radio 2, BBC Radio London, BBC Wales, Virgin Radio with Graham Norton, GB News, and Smooth Radio.
The press launch, marked by widespread showbiz coverage and celebrity attendance, played a pivotal role in securing a 2023 West End transfer.
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