CAMPAIGNS: Clubbing PR - JCPR boosts coverage for R&B lifestyle

Music and club brand TwiceasNice has helped bring UK garage and R&B music into clubs all over Europe. However, UK garage has been experiencing a downfall in sales and mainstream attendance at garage nights.

TwiceasNice hired Jackie Cooper PR to help improve perception of the R&B 'lifestyle' and promote its brand.

Objectives

To boost interest in TwiceasNice over and above the general garage scene.

To demonstrate that a company with roots in club culture can provide an effective press/marketing department.

Strategy and Plan

Jackie Cooper PR, anxious to maintain TwiceasNice's credibility in the transition from a club with coverage in underground media to the broadsheet and tabloid press, decided to use the brand's existing assets.

These included TwiceasNice's club at The Works in Kingston-upon-Thames, club founder Steve Gordon, and celebrity endorsees such as Radio 1's DJ Spoony, Galaxy Radio and MOBO Award-winner Steve 'Smooth' Sutherland and Omar (Victoria Beckham's producer).

'Teennights' were introduced nationally, and the brand gained mainstream exposure to 350,000 people over four days at the Clothes Show 2001. The Evening Standard's Zoe Williams was invited to join clubbers in some heavy-duty preparation for a TwiceasNice club night, while The Daily Telegraph wrote a cultural piece on the R&B 'lifestyle'.

A six-minute slot in a seven-week Channel 4 programme on urban music, Flava, was organised.

Measurement and Evaluation

Print coverage was substantial and favourable, with features also in The Mail on Sunday, The Guardian, The Voice and Ministry magazine, as well as broadcast coverage on Radio 1. Hits to the website, www. twiceasnice.co.uk, increased.

Birthday celebrations at The Works saw record attendance for the club with 6,000 revellers, and led to several 'pick of the week' listings.

It was also the first urban music club to be nominated for a Muzik Best Club of the Year Award. Birthday plans for a military party with Sony PlayStation 2 were cancelled following 11 September.

Results

Attendance at TwiceasNice club nights across Europe peaked at 40,000 per week last summer and settled at about 10,000 a week in the winter.

It will be the first 'urban' club to have permanent residency in central London when it opens at the Wild Club on 2 March.

Next year will see the development of an urban communications network for the brand to reach young clubbers.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in