Premier was proud to work with Warner Bros. on the FRIENDS 25th Anniversary UK celebrations, providing full event production, experiential and PR services for the national #SofaTour.

Fans across the UK were invited to take a seat and snap a once in a lifetime picture on a replica of the iconic Central Perk sofa in front of some of the UK’s most stunning landmarks.

Tour locations included the aptly named Ross Fountain in front of Edinburgh Castle, Cardiff Castle, Potters Field Park and even a quick photoshoot at Stonehenge. The tour concluded at the London Eye on 22 September, 25 years to the day after Monica, Rachel, Phoebe, Chandler, Joey and Ross first appeared on TV screens around the world.

An exclusive FRIENDS themed capsule with the sofa placed inside was made available to visitors to the London Eye that day, with only the few who happen to be at the front of the queue when the FRIENDS capsule rolled around getting the chance to ride it. For this rare experience, we worked with Heart Radio London for an on-air competition that gave winners the chance to ride the exclusive FRIENDS London Eye capsule and take home some fun new merchandise.

Throughout the campaign, we secured widespread regional and national press coverage including BBC Scotland, Edinburgh Evening News, Edinburgh Live, The Scottish Sun, Wales Online, ITV News Wales, Made In Cardiff TV, Chortle Online, Female First, Spire FM, Yahoo Movies UK, Heart FM, The Handbook, HeyUGuys and Metro Online.