Client: Groove Lounge
Campaign: Groove lounge, Friday night event, The Studio Bar
Timescale: November-January
Campaign: Groove lounge, Friday night event, The Studio Bar
Timescale: November-January
PR team; Me (Kate)
Budget; £1000
The Groove Lounge plays the best in soul, funk and Jazz music. Groove lounge was established as a regular night in 2004. It became a fast selling event with a mix of people enjoying the mix of music; they have in the past promoted a broad audience, with a range of ages going to their events, at present they promote their sound to “black music connoisseurs and dance junkies”. The groove lounge are now expanding and moving to a bigger venue, The Groove lounge need to make people aware of this move and in order to pull in a greater audience to the new venue. The new venue, Studio Bar is a superb venue with visuals, 1am bar, and regular DJ’s spinning an intimate, soulful vibe.
The groove lounge USP (unique selling point) is that it is the only DJ set to play classic funk/soul and Jazz (not typical mainstream “club” music) thus the campaign to promote awareness of the Groove lounge existence at the new venue, the Studio Bar the PR campaign will be focused on the “uniqueness” of the music they play.
The news generation idea will be focussed on The Groove lounge move to Studio bar the bigger venue, an initial press release will be send out to Journalists along with an invite to “sample night”, this will give journalists a chance to sample the unique atmosphere and sound of the “Groove” lounge.
To summarise the News generation idea is-
· It will highlight “Groove” lounge’s move to a new venue i.e. Studio Bar.
· Will include future events and future promotions
· Detail the forthcoming campaign “Jazz Bus”
· It will illustrate how different Grove lounge sound is to most mainstream clubs.
Objectives
To provide and satisfy media interest by releasing a press release
Ensure that a variety of music Journalists from a variety of publications attend the “sample night”
To get the “groove lounge” on a bus playing their sound. The bus will travel all around Cornwall.
To get the Friday night event listed in publications such as “Stranger” magazine (publication local to Cornwall)
Plan and stragedy
The campaign tour will take the form of a bus, which will be transformed into a classy lounge where the groove lounge will play a sample of their jazz/soul/fuck music. The Bus will do a mini tour all around
Cornwall. During this tour the “Groove lounge” will give out free promotion material such as t-shirts, magazines and flyers. By doing this mini tour “the groove lounge” will extend their existence to a wider audience.
“The groove lounge” will also host a “sample night” exclusively for Journalists. By doing this they will get some positive feedback in publication and in turn get a wider audience to the new venue.
Measurement and evaluation
Success will be measured though the following measures: firstly there will be a dramatic increase in media coverage of the “Groove Lounge” especially in the local newspapers and publications. The main measurement will be to analyse if more people attend the scheduled nights for the new venue. To make this campaign work careful research needs to be done into the type of audiences and the type of attractions that the “Groove lounge” has to offer in order for their to be a significant amount of media interest.
Budget; £1000
The Groove Lounge plays the best in soul, funk and Jazz music. Groove lounge was established as a regular night in 2004. It became a fast selling event with a mix of people enjoying the mix of music; they have in the past promoted a broad audience, with a range of ages going to their events, at present they promote their sound to “black music connoisseurs and dance junkies”. The groove lounge are now expanding and moving to a bigger venue, The Groove lounge need to make people aware of this move and in order to pull in a greater audience to the new venue. The new venue, Studio Bar is a superb venue with visuals, 1am bar, and regular DJ’s spinning an intimate, soulful vibe.
The groove lounge USP (unique selling point) is that it is the only DJ set to play classic funk/soul and Jazz (not typical mainstream “club” music) thus the campaign to promote awareness of the Groove lounge existence at the new venue, the Studio Bar the PR campaign will be focused on the “uniqueness” of the music they play.
The news generation idea will be focussed on The Groove lounge move to Studio bar the bigger venue, an initial press release will be send out to Journalists along with an invite to “sample night”, this will give journalists a chance to sample the unique atmosphere and sound of the “Groove” lounge.
To summarise the News generation idea is-
· It will highlight “Groove” lounge’s move to a new venue i.e. Studio Bar.
· Will include future events and future promotions
· Detail the forthcoming campaign “Jazz Bus”
· It will illustrate how different Grove lounge sound is to most mainstream clubs.
Objectives
To provide and satisfy media interest by releasing a press release
Ensure that a variety of music Journalists from a variety of publications attend the “sample night”
To get the “groove lounge” on a bus playing their sound. The bus will travel all around Cornwall.
To get the Friday night event listed in publications such as “Stranger” magazine (publication local to Cornwall)
Plan and stragedy
The campaign tour will take the form of a bus, which will be transformed into a classy lounge where the groove lounge will play a sample of their jazz/soul/fuck music. The Bus will do a mini tour all around
Cornwall. During this tour the “Groove lounge” will give out free promotion material such as t-shirts, magazines and flyers. By doing this mini tour “the groove lounge” will extend their existence to a wider audience.
“The groove lounge” will also host a “sample night” exclusively for Journalists. By doing this they will get some positive feedback in publication and in turn get a wider audience to the new venue.
Measurement and evaluation
Success will be measured though the following measures: firstly there will be a dramatic increase in media coverage of the “Groove Lounge” especially in the local newspapers and publications. The main measurement will be to analyse if more people attend the scheduled nights for the new venue. To make this campaign work careful research needs to be done into the type of audiences and the type of attractions that the “Groove lounge” has to offer in order for their to be a significant amount of media interest.
posted by Kate at 17:00
Thanks for posting your second nws generation idea. Before I go any further, might I suggest that you make an amend to the spelling of 'funk' in the first sentence - that is, unless I am much more behind the times musically than I thought....
I think yours is a nice idea. Many's the time I've been in brainstorm sessions where the idea of a touring bus has been mooted to 'spread the word' about a business or service. The main issue hre is cost. To kit out even the most basic type of tour bus costs upwards o £30,000 and takes forever.
Despite this though, it's a nice idea an fairly appropriate for the venue. It would be good if you could think of some other more 'grass roots' news generation ideas, possibly research-based, maybe using surveys into people returning to older musical styles in the search for something new and novel. In terms of journalist promos, an excluive compilation CD mixed by one of the Groove Lounge DJs might be a good start.