Fox: Voyage of the Dawn Treader

CLIENT: 20TH CENTURY FOX CAMPAIGN: Voyage of the Dawn Treader.

BRIEF:Create a unique, standout experiential event for the next release in the hugely successful ‘The Chronicles of Narnia’ franchise – ‘The Voyage of the Dawn Treader’. A big delivery at media was also sought by the brief.

Narnia Ahoy! A fully seaworthy replica of the Dawn Treader takes to the high seas.

IDEA & IMPLEMENTATION : Create a replica of the Dawn Treader and take to the high seas with a totally amateur crew of mums, dads and their children. All families were recruited via a wide publicity drive across partner platforms. Dedicated programming was made about the adventure and shown in each territory close to release date.

A genuine Narnian experience of the kind you might encounter in the film itself. The amateur crew were taught to sail the Dawn Treader, and sent off on a 7 day Atlantic voyage while also undertaking a Narnian quest – searching for 7 mystical swords at various ports on route and also being taught such skills as would come in useful to a Narnian e.g. Archery!!

IMPACT: £22 million (55 times the cost of project) of free media value delivered in 12 markets: This included the USA, UK, France, Germany, Spain, Italy and Scandinavia.

The partners included Nickelodeon (USA), Gulli TV (France), Sky One (Germany), National Geographic (Italy), Channel 5 (UK).

Coverage outside of the partners included an extended BBC 1 News piece in the UK, mainstream news on ABC news and Fox News (obviously) in the USA. The leading blog site in Narnia terms – daily filmed exploits of the editors’ adventures were uploaded to the blog and were watched, liked and tagged by Narnian fans worldwide.

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