Dad's Army
Premier | Dad's Army

To mark the home entertainment release of Dad’s Army Premier and Universal Pictures carried out an innovative PR campaign that capitalised on the franchise’s heritage and the incredible cast and crew.

Access to the cast and crew was secured with Daniel Mays, who took part in interviews with YOU – Mail On Sunday, Huffington Post and Digital Spy; Jimmy Perry, who carried out interview with Yours, Yahoo! Movies and the Daily Mirror; and Damian Jones, who supported the release with interviews with Huffington Post, Cultbox and BANG Showbiz.

Universal and Premier enlisted the support of one of the only remaining members of the Home Guard, Peter Blackburn. Peter is an ex member of the Pulham Market Home Guard. Peter carried out interviews with: BBC Radio Norfolk, BFBS Radio, BBC Radio Hereford & Worcester, BBC Radio Leicester, Love Sunday - Sunday People and The Hollywood News.

Universal and Premier organised a unique WW2 plane experience day and took journalists from Daily Star Sunday, Calibre magazine and Choice magazine along for the ride.

A partnership was secured with The Dad's Army Museum in Thetford where an exhibition of Dad’s Army memorabilia was arranged alongside a screening of the film to coincide with the HE release. Coverage appeared in local press including the Thetford & Brandon Times.

Universal and Premier also partnered with the East Riding tourist board where the majority of filming took place to create a Dad’s Army display at Sewerby Hall and trail in East Riding. Coverage was secured in the Hull Daily Mail and Event: Mail on Sunday.



August, 2016