Some of the marketing moves they've made (like the Entertainment Weekly photos; anything that punctures the self-importance of the Cardiff media-industrial complex is a good thing, imho) have been good. Some have been bad. I think I might call this one weird, because it's so pointless. Of course, my perception is skewed; while I can't imagine spending my time watching people on a red carpet, and that's all that I do, there are people who would enjoy the hell out of that.
Chibnall has two competing drives, and I'll be curious to see, over the next month, how he squares them. On the one hand, he wants the new series and the new Doctor to be a complete surprise. On the other hand, Doctor Who has been, in its home country, a series in decline for the last five years, and he needs to get an audience to tune in, and that means more trailers, more media appearances, spoiler-filled reviews before the premiere, anything to get people to want to tune in.