Best practice from Be Communications
The Red Stripe Music Award 09 is a four month long regional gig series, now in its third year, where emerging artists and bands are given the chance to play at credible live music venues around the UK and potentially win slots at three of the summer’s best loved festivals.
Held in 23 key cities and towns, Red Stripe were keen to support their initiative with a six month PR campaign to help increase the profile and build on credibility.
- To communicate Red Stripe’s dedication to supporting emerging artists and working with credible live music venues
- To achieve media coverage in lifestyle press, local press as well as the music press both online and offline
- To drive traffic to www. Red Stripe.net and other social networking sites throughout the gig series and in the lead up to the final in May 09
- To position Red Stripe as a lager of choice amongst music lovers
Strategy and Implementation
Be Communications worked with live music venues, promoters, bands and local media to increase editorial coverage around each of the regional gigs. PR tool kits were compiled and given to all involved to help promote each event and take advantage of social networking sites.
A media partnership with The Fly Magazine was secured, as were partnerships with other like minded brands: Fender guitars and Merc clothing. A prize pool was created to use for national and key regional media to complement the editorial and cross marketing activity with partners allowing for more exposure.
Be Communications staff attended each of the 27 regional gigs to meet local journalists face to face and worked closely with The Fly magazine to arrange previews and reviews of each night which were then drafted and issued to any press unable to make the night.
Reviews and images of each night were also posted onto redstripe.net to help drive traffic to the site.
Working closely with music journalists, 20 bands were shortlisted soon after the last regional gig, with 4 finally being chosen to play at the final at the HMV Forum, London, where Gomez headlined.
- Editorial coverage achieved was in excess of four fold from 2008. Over 289 pieces of coverage were secured across national, lifestyle, regional print and radio with an AVE of over £190,000 and a total audience reach of 25 million.
- RSMA Myspace numbers doubled from October 08 to 2,252 and traffic to Redstripe.net increased to 3,234 in June 2009 from 2,067 in June 2008.
- Red Stripe Facebook members increased to 3,642 from 1,255 over the campaign period.
- Over 1000 bands entered the awards in 2009 and over 115 bands played 27 gigs around the country.
- Compared to other similar regional music events the participating bands had come across 69% of bands believed that The Red Stripe Music Award was ‘extremely credible’. 89% of all participating live music venues are keen to get on board for 2010.
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