Work

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 HousePR team have been professional and hungry to build on past successes by delivering a publicity strategy with genuine impact on the event."
Lorna Clarke, Festival Director