CAMPAIGNS: Bananarama win new fans byTalkTalent - Entertainment PR

Girl band Bananarama first stormed into the UK charts in 1982 with It Ain't What You Do, a collaboration with Fun Boy Three. During their career, they have released 29 singles, most memorably Robert DeNiro's Waiting, Love In The First Degree and Venus, which reached number one in the UK and US.

A total of ten hit albums, including a triple platinum Greatest Hits, mean the band are one of the UK's most successful female pop acts ever.

To highlight Bananarama's 20th anniversary and a special performance at the London Astoria's club night G.A.Y on 23 February, Talk Talent was recruited to boost the band's media profile.

Objectives

To renew interest among existing and former fans and introduce a new generation to Bananarama. This centred on creating mass excitement about the band and their plans for this year, which include a documentary set for broadcast on ITV1 this autumn.

Strategy and Plan

Using the band's 20th anniversary as a news hook, the PR team targeted both print and broadcast media with news of the G.A.Y. performance. While cashing in on the 80s music revival, Talk Talent was also keen to underline that Bananarama still produces new music.

The campaign kicked off with a news story in The Sunday Times, The Sun and the Daily Star. This re-ignited the media's interest in the band and the story was picked up by radio stations and TV programmes, including Liquid News and Channel 4's Big Breakfast.

The next stage focused on scoring good quality features in the press.

Talk Talent secured a front-cover feature in the Sunday Express's S Magazine, a two-page interview in OK!'s Hot Stars supplement, a double-page spread in the Evening Standard, and interviews with The Mirror, The Guardian's Guide and the 60 Seconds slot in Metro.

In early February, this activity was backed by a day of radio and TV interviews and details of the girls' G.A.Y. performance in listing publications, including Hot Tickets, The Guardian Guide and Boyz magazine.

Measurement and Evaluation

The broadcast interviews resulted in coverage on ITV1's This Morning, Popworld on Channel 4, the Lorraine programme on Sky One, Heart FM's breakfast show, Entertainment News on Radio 2 and The Juice on Radio 5 Live.

Elle ran a three-page Memoirs feature on the history of Bananarama in its April edition, while pictures and stories about the G.A.Y performance appeared in The Sun, The Mirror, Daily Star, Hello! and several gay publications.

Results

The media seemed to enjoy revisiting Bananarama's glory days in the 80s and on 23 February, the Astoria was full to its 2,000 capacity. Plans are in place for the second phase of the campaign, which aims to maximise impact of the ITV1 documentary.

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