The Think Tank developed the brand identity, marketing strategy and plan to launch Dinosaurs Unleashed at the O2 and on Oxford Street, combining a range of marketing techniques and media with an initial burst of activity followed by a consistent and targeted campaign to maintain momentum.

The launch included significant media activity with coverage on Daybreak, the Vanessa Show, This Morning, and articles across the national press. A media launch event saw more than 400 journalists, celebrities and their families enjoying this fantastic event.

The press activity was supported by posters across the Tube network, advertising in specialist press and direct marketing in the London region. Schools were also targeted through direct marketing.

Social media was also used to widen the reach with a Dinosaur blog developed to discuss discoveries and new research.

This resulted in extensive coverage for the launch across Broadcast, National and Local media with visitor numbers that beat expectations by 33% following the launch.