O'Neill's

Striking a chord with the regional media for the O’Neill’s Sound of Summer campaign

Consumer PR

Brief

We were briefed to generate excitement and consumer PR around the O’Neill’s Sound of Summer competition – a national event which aimed to find a supporting act for Scottish band Biffy Clyro during an upcoming tour.

Action

We reached out to our contacts in the regional media and the music press to raise awareness of the campaign over two distinct stages. The first stage aimed to raise awareness of the competition and generate entries, with the second regionally focused to drive footfall to the pubs taking part.

This included highlighting key moments of the campaign, such as interviewing and generating stories of the bands taking part in the heats and revealing Biffy Clyro as the headline band.

Results

We doubled our KPI of 20 pieces of consumer PR coverage, delivering 40 pieces of targeted coverage in the regional media and music press, including titles such as Rock Regeneration, Nottinghamshire Live and the Aberdeen Press and Journal.

This is another great example of our work for O’Neills, click here to read a case study on positioning O’Neills.