Campaign: The Great Escape 2009
Client: Mama Group
PR team: Get Involved
Timescale: November 2008-June 2009
Budget: Less than £23,000
The Great Escape new music festival in Brighton is now in its fourth year and has expanded to three days, with more than 400 acts.
- To position the festival as the European alternative to the prestigious South by South West (SXSW) festival in Texas
- To achieve coverage in previously untapped media
- To drive ticket sales.
Strategy and plan
A tagline of '400 bands, 34 venues over three days in Brighton' was drawn up to drive the event proposition. The PR team devised media strategies for both trade press and consumer publications and exclusives in NME and Music Week. Comparisons with SXSW were encouraged.
Measurement and evaluation
The campaign generated 125 pieces of national press and 140 pieces of regional press. Articles appeared in The Guardian and The Daily Telegraph and post-event coverage appeared in The Independent, The Times, the Daily Star, London Lite, NME, Notion, Clash and Rocksound among others. Radio coverage included BBC Radio 1, XFM, BBC 6 Music and Juice FM.
The event sold out and the total number of global media attendees increased from 750 to nearly 900. Standard ticket sales rose from 10,000 to 15,000.