Gonzo on Tour - taylor herring

Case Study: Gonzo On Tour
Client: MTV

Overview

Taylor Herring were hired by MTV to provide full PR support for ‘Gonzo On Tour’ – their flagship new talent show presented by Zane Lowe.

Our role was to promote a line-up of hot new, upcoming talent including Arctic Monkeys, Editors, be your own PET, Nine Black Alps, The Rakes, Goldie Lookin’ Chain, The Morning After Girls, Field Music, The Subways, Kubichek!, Boy Kill Boy, Duels, The Heights and Test Icicles.

Our remit included line-up and transmission promotion, presenter profile and sponsor media relations.

The tour went on the road searching for the newest and hottest bands and showcases them performing in small barfly venues across the UK.

Results

Taylor Herring delivered a tailored PR campaign, focusing on regional, music and style press. Notable achievements included;

• All venues sold out within hours of tickets going on sale
· Widespread coverage of Motorola’s sponsorship association
• A saturation regional PR campaign following the tour as it visited 6 different Barfly venues across the country, targeting newspaper, radio, TV and online
• Secured one-of the first broadsheet interviews in The Guardian for The Arctic Monkeys, whilst they were on the early ascent of their music careers.
• Securing a profile feature in music bible NME for Zane Lowe
• Delivering multiple national features and over 50 targeted regional print, TV and radio features
• Placement of regional competitions for people to win tickets to the sell out gigs, all branded courtesy of the shows sponsor
• Floor to ceiling coverage of all gigs in grassroots regional and national music and ‘what’s on’ guides and websites

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