The Watch is a brand-new fantasy police procedural series based on Terry Pratchett’s much-loved Discworld novels. But how do you introduce an audience of hundreds of global content buyers to this strange new world?

With the series still in production, there was no footage available, meaning we had to think beyond traditional marketing.

We had just one night and the empty floor space of the Liverpool ACC Arena at our disposal, to introduce the world of The Watch and create genuine buzz about this exciting new show. We knew if we got it right, there would be no better demonstration of the scale and ambition of the series.

This is a unique, premium, yet quirky show. And we needed to make sure hundreds of international buyers at BBC Showcase knew it and wanted to find out more.

The Watch is set in the grimy city of Ankh-Morpock; a mysterious world teeming with the dangerous and bizarre; it’s a vital part of the series and a memorable character in its own right.

We introduced buyers to this world, by letting them experience it first-hand. We set ourselves the challenge of bringing the vast city to life, immersing our guests in this bizarre metropolis and allowing them to explore it’s alleyways where oddities and excitement lurk around every corner.

We created specially shot material and live elements to reveal characters and plot details, which perfectly captured the tone of the series.

We were acutely aware that not everyone will know the books, or even enjoy the fantasy genre. So, it was vital we created a complete experience and an unmissable night in its own right, including a sit-down meal and a surprise party worthy of an A-list musical guest.

Immersion was at the heart of the strategy for The Watch event.

Allowing buyers from all over the world to fully experience this incredible setting first-hand would add to their understanding of this visually stunning series and create a heightened buzz at BBC Showcase.

By interspersing show talent in our bespoke messaging and creating impactful advertising that played out on huge screens we would enable the world of The Watch to wash over them, so that the buyers excitement would translate into sales.

From themed cocktails and food to instillations, show props, imposing set designs and A list talent, the aim was to deliver a truly memorable experience and a standout moment in experiential marketing that would achieve unprecedented interest and sales around the world.

Through months of 3d pre-visualisation working on the layout and study of the shows production design, we were able to transform the empty arena into multiple distinct spaces that allowed us the logistical flexibility for crowd control and dining space but also maximum visual and immersive impact for storytelling.

The experience allowed for varying levels of engagement: from the show talent introducing the night, bespoke neons playing across 60m screens, to storyline installations and all the sights and sounds of the city. It was an exciting introduction for people unfamiliar with the series but packed with exciting easter eggs for those who loved the books.

After a meal of local delicacies, we ended the night with a bang, as Mark Ronson played a set in the disreputable local tavern. Meaning as Ankh-Morpork’s latest visitors spilled back onto the streets, they’d had an experience that was truly out of this world.

The night was an incredible success. Propelling the series from a relatively low profile, to becoming the most talked about show at BBC Showcase, with excited buyers from around the world flocking to find out as much information as possible about this exciting new show.

Buyers couldn’t wait to see the programme when it was delivered, and this excitement translated into global sales beyond our wildest expectations.

The Watch has sold extensively across Europe, Africa, Australia, Asia, China, New Zealand, Russia and Airline passengers will also be able to view the series on Emirates.