promoting London's favourite music festival

Lovebox took place in Victoria Park in July 2010 and involved a seven month pre-event PR campaign.

Taylor Herring’s activity started in December 2009 with the initial line-up announcement, which was followed over the course of the campaign with further news releases announcing additional artists and aspects of the festival.

These announcements secured coverage in outlets including Evening Standard, Daily Mirror, The Metro and Daily Star, plus on broadcast outlets including Radio 1, Capital, XFM and Choice.

A key part of the campaign strategy was the securing of Lovebox’s inclusion in festival guides and “Book Now” slots across all media.

Throughout the campaign, coverage was achieved in long, mid and short lead titles including: Times Playlist, Sunday Times Culture, Guardian Guide, The Observer, NME, Company, Shortlist and Stylist. These were complimented by a number of competitions for tickets which ran in outlets including: Look, Metro, Daily Mail and Daily Mirror.

Taylor Herring also worked with the artists’ PR representatives in the run-up to the festival to secure media time with acts and Lovebox credits or mentions in pre-planned promotional activity. Key pieces included Dizzee Rascal’s DPS with The Times and further interviews with Metro and an interview with Phil Manzanera from Roxy Music in Guardian Guide’s festival issue. Mark Ronson appeared on London Tonight and GMTV on Friday 16th July, whilst Paloma Faith gave interviews to Radio 1, Radio 2 and BBC 6Music earlier in the week. Interviews with other artists including Hurts, Yeasayer and Empire of the Sun ran in outlets including Guardian Weekend, Guardian Guide, Time Out and The Independent.

We also pitched various members of the Lovebox team and secured interviews with Rob Silver for BBC London, Guardian Guide, Daily Mail, Sky News Radio and Main Event Magazine. Ali Deacon completed an interview for a Daily Mail feature on graduate careers.

In the weeks leading up to the event we focused on securing previews and listings pieces across the board. Previews ran in outlets including Guardian Guide, Times Playlist, Mail on Sunday – Live, Daily Mail, The Independent, Daily Star and Metro. The event was also mentioned on BBC Breakfast and GMTV on the morning of the 16th July.  

A significant amount of our time towards the end of the campaign was spent handling accreditation requests. We ensured that those attending had either covered Lovebox already or were planning to give us post-event coverage. We also handled photographer accreditation and made sure that the most important agencies and publications were accredited.

Onsite, we ensured there was a large team from Taylor Herring to handle press enquiries, facilitate artist interviews and ensure the days ran smoothly.

Post event, we facilitated picture, gossip and information requests. Reviews ran in outlets including The Times, Daily Telegraph, Guardian, Independent and Mail on Sunday. Stories covering gossip, news and fashion ran in outlets including The Sun, Daily Mirror and Grazia.