Marketing an Oratorio for London English Song Festival

Issue:

London English Song Festival asked me to market this special concert at the Royal Festival Hall, Southbank Centre – a revival of Parry’s neglected masterpiece, Judith. The piece has (very) rarely been heard in the last 120 years and has never been recorded. Filling the hall would take some clever marketing!

Response:

With a limited budget but lots of contacts, goodwill and enthusiasm, I devised a plan that combines network marketing with targeting music and song enthusiasts both digitally and in person, and via a paid print and online advertising campaign. This ran alongside the PR led by Anna Kenyon.

Impact:

The marketing campaign ran from January 2019, with information also on the LESF website here, and on Twitter #Judith2019. While a sell-out audience will have to wait for a future occasion, the audiences was fully appreciative of the chance to hear the piece; and excellent reviews from the London Evening Standard and others.

Date:

November 2018 – April 2019

Category

Communications campaigns