The Tonic was appointed to handle all PR, marketing and partner liaison for the inaugural Leicester Music Festival (LMF). The first-of-its-kind event brought A-list acts to the region such as Professor Green, Union J, The Saturdays, Diversity, Katy B and Labrinth.
A strategy was implemented to build excitement via drip feeding new acts in the line-up and pitching exclusive interview opportunities tailored to media outlets and audience demographic.
Standout and national coverage was generated in The Sun, Metro, ITV, Daily Mirror, Daily Mail, Reveal & Daily Express; reaching over 65 million consumers. The Tonic secured and managed more than 40 high-profile media attendees, including Channel 4. The PR value of the campaign exceeded £400,000.
In the client’s words:
“We work on chemistry and when we met the team from The Tonic we felt they had the right skill set, attitude and passion to make LMF a success. We wanted a PR partner who could do more than handle media relations; we needed an agency who could roll up their sleeves and work effortlessly to help make LMF become the most eagerly-awaited event on the social calendars of residents across the East Midlands. We have that partner in The Tonic Communications.”