Streaming TV service Lightbox brought Suits star Gabriel Macht to New Zealand to promote their exclusive upcoming season and back catalogue of the hit show. Playing Harvey Specter in the hit legal drama had created a huge following for Gabriel around the world and here in New Zealand.

The objective was to get Gabriel in front of media and fans so he could charm the pants off them. Liaising with NBC Universal, Pead PR organised 14 interviews across television, radio, online and print. We brokered a brand partnership with Working Style who dressed Gabriel for the tour – a relationship he has enthusiastically continued – and organised and managed a ‘fan meet and greet’ session at Working Style’s flagship store. The first part of the event gave Lightbox and Spark executives one-on-one time with Gabriel in a private setting; the second part allowed 30 fans - who won tickets through a Facebook competition - to meet Gabriel and have their photos taken with him.

Gabriel proved to be an outstanding spokesman, giving fans insight into Suits and ensuring Lightbox was mentioned in every interview. He was entertaining, personable and well-liked by local media, hitting all the major television spots such as Paul Henry, Jono and Ben and TVNZ Breakfast. He was also a massive hit with our radio DJs. With blanket coverage of the visit across traditional and social media, Pead PR achieved a staggering ROI of 139:1 for Lightbox.

Pead PR executed the tour with huge success which resulted in blanket coverage across all areas of the media. Pead PR also ensured that Gabriel was given 5-star talent treatment thus ensuring the Lightbox brand is highly regarded by the US network and their talent. They also made use of their widespread contacts to further enhance the campaign with a partnership with Working Style to great effect.

Mat Beder

Head of Marketing and Commercial Partnerships, Lightbox