The Coxbench Traitors

We work with Coxbench Hall in Derbyshire.

After the latest series of The Traitors finished, residents found themselves missing it so much that they began rewatching episodes – and then playing the game themselves.

Spotting an opportunity, we worked with the home to turn this into a PR campaign, creating their own version of The Traitors.

At the centre of it was resident William – or Bill – Burton, who stepped in as Games Master.

And when speaking to Bill, we uncovered an incredible real-life hook – he had previously helped uncover German spies attempting to cross the border, during his national service. 
With that in place, we sent our video team to capture content and began selling the story in.

Local coverage landed straight away in the Derbyshire Times. We also secured a strong broadcast piece with GREAT!. Nationally, the Daily Mirror picked it up across socials and the real win saw Mail Online visit the home to interview residents and film their own content - with coverage coming very soon.

A great example of tapping into a cultural moment and pairing it with a brilliant human story.

And that’s our Pic of the Week!