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3 Bandstand

Bandstand_300px Brief

The Teenage Cancer Trust is well-known for its fund-raising music events in London. In September 2006, they came to 3 Mobile looking for sponsorship support for an event in the North East. Our role was to drive awareness and attendance of the event - the 3 Bandstand - by maximising local media opportunities. Held at Newcastle’s Sage venue, the event featured local talent including Russ Noble and household names such as Paul Weller, Jools Holland and Johnny Vegas

Solution

Lexis advised on a number of areas to help increase awareness including placing a greater emphasis on audience involvement. This we achieved through competitions and ticket draws as a direct call to action on local TV, radio and press, including a three week campaign on Newcastle’s Metro Radio to win tickets which featured over 150 on-air spots. We created a media partnership with the Newcastle Journal which resulted in a fully branded 8 page pull out. Content included talent updates, “Joke for Johnny” in which readers could submit jokes for Johnny Vegas to use in his act, interviews with the stars and competitions to give away 3 Mobile handsets and tickets. Lexis suggested using the Sage’s second room as a venue for local band The Futureheads to appear – a band who having not played on their home turf for some time, proved a huge draw. On the night, Lexis were very visible on the ground ensuring the event went smoothly. We managed the VIP/Press area, ticket distribution to media and competition winners, photography before, during and after the event, meet and greet opportunities for press and competition winners as well as the subsequent sell-in of images to newswires.

Result

The focus of our campaign was entirely region specific, hitting an impressive 4 million consumers through 52 pieces of coverage in the Newcastle Journal, Newcastle Evening Chronicle, Sunderland Echo, Metro NE, Newcastle Utd magazine, ITV Tyne Tees, Metro Radio Newcastle and ThisisNewcastle Online. Importantly for our client, sales in Newcastle for 3 handsets doubled during the run of our promotional activity.