Vodafone to use word of mouth for 'secret' gigs

Vodafone is planning a handful of ‘secret location’ gigs and a live music awards ceremony in a PR-driven buzz campaign.

Shine Communications won a three-way pitch for the account (PRWeek, 13 January), on which Vodafone is spending 25 per cent of its 2006 UK PR budget. 'PR is fundamental to establishing this project as credible,' explained Vodafone PR manager Ben Taylor.

Shine will aim to build up excitement about the gigs and awards, targeting a young, 'career-minded' audience.

The six 'TBA' (to be announced) shows will run from April in urban areas across the UK. Details will be released only hours before acts take the stage.

The project will complement a range of music-related products, such as Vodafone's 'Radio DJ' 3G service, set to launch later in the year. The awards ceremony will be held in October. Music fans will be able to nominate anyone for the gongs, from big acts to little-known pub bands.

Borkowski PR's four-year consumer account with Vodafone is unaffected.

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