Pernord-Ricard- Ballantine's True Music Tour
When gengetone becomes your tune:
Pernod- Ricard’s Ballantine’s True Music tour an international event wanted to announced its return to Kenya a second time round in early 2020. The 2020 tour was set to feature Kenyan talent from the gengetone music scene. As is characteristic of the event, it was to happen at a secret location which was only to be revealed to individuals who had expressed interest in attending the party in the online registration platform .
This was in no way the characteristic way this kind of parties/concerts are hosted in Kenya, and therefore there was the challenge of selling this concept to the target market, getting them to go online and register and finally how to ensure the target number of people is met and no chaos erupts in view of the characteristic nature of the gengetone genre of music.
Ballantine’s needed the music tour highlighted and positioned to show how they promote local artistes pushing boundaries in their local music scenes while generating online viewership of the concert through live stream across the world
The Approach
How we managed
For the pre-event publicity we generated a press alert with messaging around the tour, the headline acts for the event and how the target audience could become part of the tour. We then followed up this with pitched live interview sessions on radio, newspapers and online in the entertainment sections to reach out to the target group we were looking to reach.
On the day of the event, we invited targeted entertainment writers and photographers to capture the moments, managed and handled on ground interviews for the various artists including for live radio.
Post event, we developed a press release to accompany video and photographic footage that was distributed to relevant media for additional media coverage.
The Outcome
- Met the target numbers for attendance
- Garnered media coverage on the pre event announcement with hits valued at over USD 8,000 in advertising value.
- Secured post event media coverage across various media platforms of over USD 22,000 in advertising value.
- Increased media appreciation of the Ballantine's Pernord Ricard brand.
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