Break through the noise of a million messages

As a PR person, you’ve got your checklist; you make an informed decision as to who to distribute your press release to because you’ve created a media hit list. You’ve checked on the likely journalist at said media and have double-checked their contact details. You send your email with the release attached and you’ve even pasted it into the main body with, what you hope to be, an attention-grabbing headline. You phone said journalist soon after and if you don’t reach a voicemail they’re definitely scouring for your email whilst on the phone.

So how do you break through the noise of a million messages?

For the month-long #Adelphi30 campaign, we blended traditional and digital PR techniques to create a powerful marketing strategy; adopting the hashtag #Adelphi30 to centralise and measure the conversation. A traditional emailed release was followed with a killer social media campaign. There’s much to be said for good old-fashioned communication, so we posted them a press pack too in shiny blue parcels (a true testament to a proper 80’s shell suit).

We built a social conversation with media influencers, integrating YouTube and the website, and delivered interesting content using film and images by teaming up with local photographers and filmmakers, and the result…

…2 hours until sell-out for the Kaiser Chiefs gig. 729 entries to win Kaiser Chiefs tickets. 1 hour until sell-out for Paul Heaton gig. Four sell out gigs. Local, regional and national coverage; BBC Radio 6 interview with Steve Lamacq, 3 live and pre-record BBC Look North TV reports, three page feature in the Yorkshire Post, 5 BBC radio interviews, 35,000 views to www.theadelphi.com, 71,046 Facebook reach, with one killer post receiving 1,036 Likes and 42,249 Reach, page Likes saw a growth of 12%. Overall 300,000 Twitter reach, and 564 #Adelphi30 uses…to name but a few. 

Photo Credit: Ian Rook

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