Campaigns: Entertainment - Move It has dancers hitting high fives

Campaign: Move It 2011
Client: Upper Street Events
PR team: Radiator PR
Timescale: October 2010-March 2011
Budget: £10,000

Move It is the UK's biggest dance event, attracting 20,000 people during three days and featuring live performances, dance classes, exhibitors, competitions, master classes, auditions and expert interviews. Upper Street Events hired Radiator PR to help increase awareness and ticket sales.


- To relaunch Move It via UK consumer media

- To promote Move It as the UK's biggest dance event

- To increase national media exposure, form media partners and drive ticket sales.

Strategy and plan

Radiator planned a pre-event announcement, predicting major dance trends for 2011. National fitness and features writers were invited to an event to watch and try out the top five dance trends for the year. Partnerships were forged with MTV, Health & Fitness, Fitness First and Everyone Active, involving cross-marketing, news and ticket promotions. Regional stories were created along with competitions and ticket promotions.

Measurement and evaluation

The campaign achieved more than 87 pieces of coverage in print, broadcast and online, including Metro, Health & Fitness, The Sun and Time Out.


The campaign helped to increase ticket sales by 18 per cent compared with the previous year.

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