Why PR Stunts Matter: How Forming a Roman Legion for the Launch of The Last Days of Pompeii Delivers Feelings and Tickets

In a world of endless online campaigns and “Fever-style” messaging, how can cultural projects and live experiences still stand out?

Stage Magic’s Peter Monbailleu explores why PR stunts matter – not as gimmicks, but as strategic moments that create attention, emotion, conversation and sales.

Using such experience launches such as The Last Days of Pompeii as a starting point, he will unpack how bold real-world ideas are built: the relationships, permissions, logistics, timing, trust and last-minute decisions that turn a simple concept into something audiences and media want to share.

From Romans on the Brussels Grand Place to recreating Christmas in Summer, this session looks at how to compete for attention without simply adding more noise.

Sometimes the answer is not more “360”, more channels or another promise of immersion. Sometimes it is a clearer idea, a stronger network and the courage to make something real.

Read Peter’s deep dive into the launch event for the Last Days of Pompeii:
https://www.shakalaka.be/stories/the-substances-i-inhale

What you’ll take away

• How PR stunts can help cultural projects compete for attention in a crowded market
• Why strong relationships are often the hidden engine behind successful marketing and PR
• How to turn a live idea into a moment that media, audiences and partners can understand quickly
• What it takes practically to work with cities, public spaces, officials, suppliers and creative teams
• Why “real-life” experiences can be more powerful than over-designed “immersive” promises
• How to think beyond virality and build moments that create feeling, sharing and ticket sales
• Why respect – for audiences, partners, places and collaborators – is central to making bold ideas work

About Peter Monbailleu:

“I have been running and promoting events as long as I can remember. My mother was the one who put me (quite to my disliking) on stage at a very early age. I travelled the world with Up With People when I was 18 and that is something I can recommend to anyone. I still benefit from that one year every single day. In everything I do I want to blow minds. Time and time again. I listen. I respect. I take a different look. I share and I give it all I’ve got to create events and campaigns that rock.”

How to watch this Campfire:

• Campfires are available for WXO members only
• To join the WXO, please head to our Application page
• The WXO is a global home for the leaders, shapers and doers in the Experience Economy
• As a member, you’ll get live access to Campfires like this one plus unlock an on demand library of over 100 Campfire recordings

Timings:

Campfire #1 is suitable for those in the APAC region or Europe, but everyone is welcome! Here’s when we kick off in your time zone:

• London: 9:55 – 11:25 (BST)
• Paris: 10:55 – 12:25 (CEST)
• Dubai: 12:55 – 14:25 (GST)
• Mumbai: 14:25 – 15:55 (IST)
• Shanghai / Singapore: 16:55 – 18:25 (CST/SGT)
• Tokyo: 17:55 – 19:25 (JST)
• Sydney: 18:55 – 20:25 (AEST)
• Auckland: 20:55 – 22:25 (NZST)