Firing up Dragon Slayer - Warwick Castle's first ever night-time show
White Tiger was tasked with driving ticket sales prior to the first ever night-time show produced solely by Warwick Castle. The centuries-old castle created a spectacular show using pyrotechnics, lighting and projection mapping to ring to life the story of Guy of Warwick, in the limited run of Dragon Slayer in August 2018.
About Warwick Castle
Within easy reach from London and just 40 minutes from Birmingham, Warwick Castle is one of the UK's most loved attractions. The Castle is set in 64 acres of grounds and offers a fun family day out as well as overnight accommodation in year-round lodges and summer glamping. Following the success of Dragon Slayer in 2018, the show returns in 2019, with Warwick Castle also launching the UK's biggest birds of prey show, The Falconer's Quest.
Building a narrative around the forgotten legend of Guy of Warwick, White Tiger PR secured pre-launch media coverage, with an emphasis on the key local Midlands audience, as well as utilising the Dragon Slayer logo projected onto the London Eye for national and regional coverage, with an exclusive 'first-look' picture gallery secured on the Daily Mirror website a month out from launch.
During launch week, a TV trifecta helped drive last minute ticket sales - with Sky News and BBC Midlands Today covering the tale of Guy of Warwick, featuring Castle spokespeople, and ITV Central hosting a live cross to the Castle as the show premiered.