Client: Ammunition
Campaign: Ammunition Tour 2007
Timescale: October to December
Budget: £300

Ammunition is a folk/rock band local to Cornwall. The band started playing around Cornwall in local bars and pubs and is now looking for a record deal. There is evidence that the band have had significant success in the area due to their fan base heavily growing however they have yet to gain a record deal. The band plan to go on tour around Cornwall and are eager to promote as much interest as possible from record companies, this campaign will set up to achieve this objective. The initial plan will to write a press release, promoting the band. In order for them to stand out and for the band to have a USP (Unique selling point) emphasises will be put on the fact that they promote there existence though “My space” the social community and have an impressive fan base on the internet.
The General news generation idea will be focused on how most of their fan base have come from “My space” and how “My Space” have changed their band’s popularity. Research will be conducted to analyse if most local bans from Cornwall use “MY Space” to gain a wider fan base.
In order for Ammunition to stand out from the current local bands in Cornwall the campaign will have to be innovative, well researched, and organised.

The main objective of the Campaign will be to promote the bands forthcoming tour however the campaign will also try to project the band to major record labels.

To summarise the objectives will be-

· To ensure that the proposed tour can go ahead
· To gain Journalistic interest
· To make themselves of interest to Record companies
· Have generally more media interest locally and nationally.

It has been established that in order for Journalists and other media outlets to take an interest in the band a unique and iniative campaign has to be achieved.

In order to achieve these objectives careful research, planning and promoting will need to be done prior to any kind of event taking place.
The band will do a “Free 30 minute beach gig”, this will take place in Falmouth, Cornwall. During the gig there will be opportunity for the audience to purchases tickits for the forthcoming tour, however most importantly Journalists and record label bosses will be invited. Prior to the event Record labels and music journalists will be contacting and will be sent a sample of the bands music.

In terms of promoting the gigs, flyers will be given to local bars, pubs and restaurants and posted on the internet. An initial press release and music review will be published into the local and national media.

Press release will contain-

Information about the band

General information about the band, who they are, how they formed E.G
· Created using my space, amount of Cornish bands using my space. This point is one of the news angles that I will take. The fact that my space has now become the most credible form of band promotion especially projecting ot out to the masses.
· Unique selling point- having a gig on a beach in a November, not many bands would do that, it would be a original idea and event.

Measurement and evaluation


Success will be measured though the following findings. Firstly there will be a dramatic increase in the media coverage the band receives; this should be recorded by the amount of coverage the band receives in the local and national press. The main measurement will be achieved if a major record label has approached the band.

In terms of evaluating the campaign as a whole, to make it work and to ensure lots of media coverage the idea of a “Free Beach Gig” must work and as many people as possible must attend in order for it to be a success.