Client: The History Channel
Beatwax has created a nationwide tour ahead of a new TV series Mummy Forensics, which will start airing on March 2 on The History Channel.
The tour features the transportation of mummified remains, which are going on public display in five shopping centres around the country.
The remains are travelling ‘first class’ in a History Channel branded refrigerated vehicle packed with dry ice.
Once on location, the remains are being displayed in controlled circumstances, similar to a crime scene, with members of the public admitted to view in small groups.
For a tongue-in-cheek flourish, Beatwax have created some police tape with the legend ‘Ancient crime scene do not cross’.
Once admitted into the display area, people are able to witness aspects of a forensic examination.
They can also watch clips from the series and receive their own sealed bag of ancient forensic evidence, along with the chance to win an all-expenses paid holiday for two to Egypt.
Local press and radio partnerships are ensuring media coverage before, during and after the tour.
The ‘Mummy Forensics’ TV programme follows a newly formed mummy research group at York University. Using old-fashioned detective skills combined with cutting-edge modern forensics, the team attempts to solve ancient crimes.
Their groundbreaking discoveries include finding a new member of the ancient Egyptian royal family and uncovering a brutal double murder.
“We’re hoping that the tour will put The History Channel in the minds of those taking part and generate interest in the series,” said Joanna Mitchell, PR Manager at BskyB.