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PR Case Studies Boom! London PR agency client Lara Croft

Published on January 12th, 2012

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EIDOS – Lara Croft relaunch

Client:  Eidos

Campaigns:  Lara Croft relaunch

Objectives: Create significant coverage across media sectors at launch. Position Tomb Raider: Legend as a ‘must have’ game. Create #1 hit at launch.

Re establish brands credibility with consumers and media.

Strategy: Relaunch  Lara Croft character through 3 stage campaign;

1. Cosmetics brand style model reveal

2. Features – from shop assistant to cyber heroine

3. Guinness World Record ‘most successful computer games heroine

Results: Widespread media coverage. 2 x double page spreads in The Sun. 2 x  pages in Daily Star Sunday, 6 page feature in FHM, 5 x pages in Zoo and a page in Nuts. Front page Evening Standard Lite,  full page news articles in Metro & Evening Standard and all key regional newspapers. Broadcast media featured coverage on BBC News 24, BBC 5 Live Mayo, Holly & Stephen Show ITV1, ITV1 3 x MTV & VH1 shows

Outcomes: Lara Croft Tomb Raider; Legend reached Number 1 on release in the UK. The game was both the fastest and one of the biggest selling video games of the year.



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