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.