Campaign: Second Opinion

Clare Craven, media director at Cake, has worked on the V Festival for the past six years.

As the biggest outdoor festival in Europe, there would always be media interest and coverage - the challenge for Midnight was to keep this focused and on-track with its strategy.

The communications strategy group was a good idea to get the myriad of parties working together. Solidarity is key in maintaining the media's focus where you want it. Securing the back-up and buy-in of the GLA and the Met supported this and gave the campaign credibility.

Midnight faced a difficult challenge to alter perceptions of Carnival.

The cross-section and spread of media secured was impressive, as was the use of media-trained spokespeople, though I would ask where the radio and online coverage was.

Radio is paramount in a campaign such as this. Syndicating an interview via IRN would have proved an efficient and effective way of spreading the message.

Given the overriding objective was one of reputation management, I would also suggest extending the campaign online to reach tourists, monitor comment and secure editorial on magazines' respective sites.

The different hooks were impressive, especially the cuisine. Issuing a chronology might also have proved good fodder for fact-hungry journalists.

Creativity: 3

Delivery: 3


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