The media team came up with the idea to create wonderment and fun about a bizarre new TV series by centreing the entire media plan around a 'news' story strategically run in an entertainment tabloid, 'Weekly World News'. The paper's readers are the ideal core target audience for a sensationalistic Sci Fi programme like 'Tremors', which features giant man-eating worms and a cast of characters living among them in a small Nevada town. The team then planned other activities around the publication of this story that extended the reach and exposure.