Ru Paul’s Drag Race

Launch of RuPaul’s Drag Race on TruTV

During our founder’s time at Warner Media, five season’s of Ru Paul’s Drag Race had just been acquired for TruTV. It was a big deal for the channel! However, it was also a well-known property, so the PR teams she was leading had to establish a hook and tell a new story.

The big idea was to launch a nationwide competition to find Ru Paul’s official UK drag ambassador through social and digital platforms and networks. The winner would travel to Los Angeles and get exclusive behind-the-scenes set access alongside a great trip.

With a brilliant response from the UK’s burgeoning drag community, the finalists were invited to a star-studded ‘pink carpet’ event at London’s Café de Paris to perform for an expert panel of judges: Ru Paul, Johnathan Ross and Katie Price, as well as an audience of celebrities and drag community members. This happened alongside a press junket with Ru Paul to talk about the new series. The results were everything we could have hoped for!

They included 27 national print, pieces, 23 consumer print pieces, 24 regional print pieces, 438 online pieces, 4 broadcast pieces and 517 pieces of coverage in total.

The PR Value was estimated at £8.1m, with a reach of 436m, and an ROI of 26:1.

#DragRaceUK trended 5th in the UK during event.

There was an estimated reach of 44.2 million from @truTV mentions on Twitter.

The total Facebook reach was 5 million.

The live broadcast of the show trended as the most viewed broadcast on Periscope.