Campaign: Dame Shirley Bassey – Get The Party Started Album Campaign
Client: Lock Stock & Barrel Records
PR Team: PCPR
Timescale: January 2007 – ongoing
To promote Dame Shirley Bassey’s album, entitled Get The Party Started.
Strategy and plan
The media campaign began in February 2007 with a news piece that ran in The Independent, which told the whole story of how two songwriters (Catherine Feeney and Nikki Lamborn) had approached Dame Shirley to ask her to record the Living Tree single, going on to produce the album that would also spawn the single Get The Party Started. The single had originally featured in a Marks & Spencer TV advertising campaign.
The article mentioned Dame Shirley had been linked to a Glastonbury performance. This speculative mention led to a formal approach being made by festival organisers.
PCPR decided to set up one interview with a pre-selected journalist that would be recorded and then produced into an interview CD for media in the UK and abroad.
It came up with the idea that Dame Shirley should have her own personalised wellies with a ‘diamond encrusted DSB moniker’ contained on them. The next step was to place a story in one of the diary sections, giving away the details of the boots, but without allowing a picture to appear in print. The Evening Standard ran it in its Londoner’s Diary a few days before the festival.
The final part of the strategy was to allow one photographer (Danny Clifford) exclusive access in an official capacity in order to photograph Dame Shirley. After the photoshoot took place, exclusive pictures were then filed with every major newspaper.
The icing on the cake of the campaign was a photocall next to a red carpet that was put down for Dame Shirley as she walked from the stage back to her dressing room after her Glastonbury performance.
Measurement and evaluation
The day following Glastonbury saw Dame Shirley Bassey mania, with every national broadsheet featuring pictures of Dame Shirley in her boots. All the tabloids covered the story, with The Mirror putting her on the front page. The Daily Mail ran a page three story featuring her and the story ran again the following day and in the weekly titles.
The album, Get The Party Started, flew into the charts the following Sunday at number six, giving Dame Shirley Bassey her highest charting album in more than 30 years.