Who could have missed the news that Michael Jackson is coming to the UK? The 'King of Pop' last week told hordes of screaming fans that he would return to the stage to perform ten shows at the O2 in July 2009. Entertainment specialists The Outside Organisation handled the press conference on behalf of AEG Live. The agency sent 23 staff to the event, while 350 journalists attended from around the world.
David Silverman, MD, Outpost Media
The O2 generated some great coverage with the Michael Jackson London dates announcement, as one would expect. The media cannot get enough of him, but with that comes a danger: the Michael Jackson PR phenomenon is sometimes very difficult to control. The trick is to avoid the negative press associated with him and to steer towards what made him such a star in the first place - a great live show and great music. The O2 managed to control media interest (and limit the impact of anti-Jackson supporters), and the campaign managed to deliver the main 'This Is It' message. A once in a lifetime chance to see the King Of Pop before he packs it in? It seems almost inconceivable that the shows will not be a total sell-out, so - at least from that perspective - a job well done.