Electric Proms

Challenge

Publicising and driving tune in to the BBC’s annual music festival dedicated to creating new moments in music, the BBC Electric Proms
Electric proms

Solution

  • Staggered line-up announcements to drive ticket sales and awareness of event
  • Develop strong relationships with key media titles, including NME, Metro, Radio Times and Music Week to generate bigger, better coverage
  • Work closely with opinion formers including Casper Llewellyn Smith, Kitty Empire and Neil McCormick
  • Liaise with artist management to secure interview slots with key media outlets including Burt Bacharach on BBC London and Robin Gibb on BBC Breakfast
  • Increase regional coverage with event taking place in both London and Liverpool
  • Increase digital communication breaking news to audience online, and highlighting access points for BBC content
  • Results

  • 100 journalists taken to venues across Camden
  • 25 photographers given access to stage
  • 475 pieces of coverage
  • Advertising equivalent topped £1.5m
  • ROI 60:1
  • Strategic messaging delivered in key titles including Time Out, Radio Times, NME, Music Week, Sunday Times, Observer and FT
  • "Since launch, the House PR team have been professional and hungry to build on past successes by delivering a publicity strategy with genuine impact on the event."
    Lorna Clark, Festival Director - Electric Proms