DIARY: Online promotion is the New Order of the day

Fans of veteran electro rock group New Order will be pleased to

hear the band is planning a comeback in true 21st Century style this

summer with a full online PR onslaught for its soon-to-be-released album


The Mancunian legends are back from an eight-year break and apparently

ready to take on the internet generation.

New Order's record label, WEA London, has drafted in help from new media

PR company Way To Blue to boost the band's online presence and drive

traffic to the New Order website.

Way To Blue, which will work alongside New Order's long-term PR firm

Excess Press, is preparing an online campaign complete with audio and

video footage of the band throughout this month and next, with the

single coming out early August followed by the album later the same


While some may congratulate New Order on moving forward and embracing

new technology, there may be other motives for the internet push.

Way To Blue director Lee Henshaw said: 'The new material is going to be

fantastic, but we're not sure it's going to get much TV or radio

coverage, so online promotion is very important.

'They have been away for a while, so it's just a way of covering all the

bases,' he adds.

You've got to take what you can get, it seems.

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