Major international producer and creator of Las Vegas’ most popular variety shows, Spiegelworld, decided to launch their latest residency, Atomic Saloon Show, at the Edinburgh Festival Fringe 2019 before it opened on the strip.
Their rationale was that Vegas audiences crave once-in-a-lifetime experiences and one way to assure them that a show is to that standard is to conquer the world’s biggest arts festival. Our task was to build, from nothing, a media profile that would help Atomic Saloon Show become one of the most successful late-night cabaret-variety shows the Fringe had ever seen.
To do this we unearthed stories geared towards a variety of media audiences; from complex process pieces about international production to bombastic highly visual behind-the-scenes setups hyping the show as both the most outrageous night out at the Fringe, and an international powerhouse which bolstered the Edinburgh festivals’ international cache.
The endeavour was so successful that it made headlines in Vegas, and Spiegelworld are planning on opening further future shows in Edinburgh.