The BBC’s campaign to welcome hit TV show RuPaul’s Drag Race to UK screens saw it parade a pair of giant legs down a Manchester high street before releasing a film revealing the nation’s best Queens.
RuPaul’s Drag Race is the Emmy-award winning reality show that, after a long run in the US is finally making its way to the UK next week.
It will air on the BBC and in anticipation the broadcaster ‘s Marketing and Creative teams have created a unique trail to pay tribute to the cultural phenomenon.
BBC Creative started building excitement for the arrival of RuPaul’s Drag Race UK by recreating RuPaul’s famously long legs and sashaying them through the Manchester Pride Parade.
An eccentric trailer for the show was revealed this week and sees this year’s contestants in a 70s-style living room which is then transformed into a disco.
Susan Ayton, creative director at BBC Creative said: “Our launch trail depicts our Queens as one big family, each of them jostling to catch RuPaul’s eye and emerge victorious to be crowned the UK’s first drag superstar.
“The campaign doesn’t beat around the bush, shouting loud and proud that this televisual event is happening only on BBC iPlayer.”
Nicola Carr, portfolio head of marketing, BBC Two, Three and Four added: “We are thrilled to welcome Ru Paul’s Drag Race UK to BBC Three. The show is the perfect brand fit and this campaign is a great way of connecting with young audiences in a way that’s fun and fabulous!”
“This campaign aims to get the whole nation excited for the best thing that will ever happen in their lives”
RuPaul’s Drag Race UK lands on BBC Three on 3 October.
BBC Creative: ECD Laurent Simon
BBC Creative: Head of Planning Mike Lean
BBC Creative: Head of Production James Wood
BBC Creative: Creative Director Susan Ayton
BBC Creative: Creative Charlotte Humphries
BBC Creative: Creative Olga Chwilowicz
BBC Creative: Pictures Chris Hill
BBC Creative: Producer Vicky Mortell
BBC Creative: Production Manager Sophie Knott
BBC Creative: Head of Project Management Metzti Bryan
BBC Creative: Planner Rosanagh Ker
BBC Creative: Digital / Social Ashley Temple
BBC Creative: Design Johnny James, Sophia Ace, Nolan Al-irimi
BBC Creative: Editor Sion Thomas
BBC Portfolio: Head of Marketing Younger Audiences Nicola Carr
BBC Marketing Manager Leanne Johnson
BBC Marketing Executive Jo Earthy
BBC Media Portfolio Lead Emily Wilson
Campaign Planner Louise Buckley