Imagination revealed the news for SEE Touring Attractions during the Frankfurt Book Fair, with the aim of reaching out to press in the tour's key countries - Germany, France, Spain, Belgium, the Netherlands and the UK.
The team also created additional news hooks by partnering with Astérix publisher Les Editions Albert-René, who had recently announced the retirement of Astérix co-creator Albert Uderzo, which helped to establish the significance of the tour.
Costumed characters of Astérix and Obélix were borrowed from Parc Astérix in France, and brought to Frankfurt for a photo shoot that was distributed on news and photo wires across Europe.
One-to-one press interviews were secured with British, French, German and Spanish media and local language press releases were sent to the six key European markets.
Coverage of the tour appeared across Europe, including in The Guardian, BBC News Online and Event Magazine.