MTV Boom!

seeking out the next generation of pop promo directors

Background

  • MTV asked Taylor Herring to raise awareness of their school’s initiative, MTV BOOM!
  • The project which encourages vocational and creative video making skills amongst Britain’s school children was in its second year.
  • Taylor Herring were briefed to deliver a dedicated PR campaign which would raise both national and regional awareness around the launch, the classes and the end of year awards ceremony.


The Campaign

Taylor Herring embarked upon a three-tiered campaign over six months:

  • Stage 1 - Launch - A trade announcement detailing the second year of MTV Boom! and encouraging school registration.
  • Stage 2 – Classroom activity - Eight school press days were scheduled covering every major region in the UK and including London
  • Stage 3 – the MTV Boom! Awards - PR support for the awards ceremony


Results

  • The Taylor Herring PR campaign increased the amount of coverage received in year one twenty-fold.
  • Our initial launch announcement was covered in all the key publications from Music Week to Broadcast - placing the initiative firmly on the TV map.
  • The eight press days gained a huge amount of print coverage – with major features running in The Times and Guardian. Branded television and radio coverage included interviews with Radio 1’s Newsbeat, LBC, Teachers TV and ITV Central News reaching a combined audience of over 7 Million people. In addition, all of the classes were covered comprehensively by local press and radio.
  • A London awards ceremony rounded off the campaign and achieved extensive regional coverage for the finalists.