Entertainment: Red Stripe gives new talent a chance

The Red Stripe Music Award is a regional gig series showcasing emerging artists.

Music partnership: Red Stripe
Music partnership: Red Stripe

Campaign Red Stripe Music Award 09
Client Wells & Young's
PR team Be Communications
Timescale November 2008-May 2009
Budget £10,000

The best emerging artists win slots at three summer festivals.

Objectives

  • To communicate Red Stripe's support for emerging artists
  • To drive traffic to the Red Stripe website
  • To position Red Stripe as a lager of choice among music lovers.

Strategy and plan

The PR team worked with live music venues, promoters, bands and media to generate coverage. A partnership with The Fly magazine was secured and a prize pool was created with brands including Fender guitars and Merc clothing for national and key regional media. The PR team attended every gig and arranged previews and reviews.

Measurement and evaluation

More than 289 pieces of coverage were secured. The Red Stripe Music Award Myspace page doubled its followers and members of the Facebook group increased to 3,642 from 1,255 over the campaign period.

Results

More than 1,000 bands entered the 2009 awards and more than 115 played at the 27 gigs. Sixty-nine per cent of these bands reported they felt the Red Stripe award was 'extremely credible'.

Traffic to the Red Stripe site increased from 2,067 users to 3,642 over the period.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Interpublic PR group claims double-digit growth in Q1 revenues

Interpublic PR group claims double-digit growth in Q1 revenues

Interpublic Group's PR agency unit saw double-digit revenue growth in the first quarter of 2014, according to Weber Shandwick CEO Andy Polansky.

Max Clifford trial jury sent home after fourth day of deliberations

Max Clifford trial jury sent home after fourth day of deliberations

The jury in the trial of celebrity publicist Max Clifford has been sent home to reconvene tomorrow for further deliberations about its verdicts on 11 charges of indecent assault.

Omnicom turns in 1.2 per cent growth in Q1 PR revenues

Ketchum parent group Omnicom has reported 1.2 per cent organic revenue growth at its PR division for the first quarter of 2014.

British Airways retains Grayling for Europe and Asia

British Airways retains Grayling for Europe and Asia

British Airways has reappointed Grayling as its retained PR agency for 39 European and Asia-Pacific markets following a competitive pitch.