The Tonic was appointed to handle festival PR, plus marketing and partner liaison for the inaugural Leicester Music Festival (LMF).
It was a first-of-its-kind event bringing A-list acts to the region such as Professor Green, Union J, The Saturdays, Diversity, Katy B and Labrinth. They performed at the Leicester Tigers stadium over two days, in an eclectic and diverse line-up.
The Tonic was the key liaison to secure a partnership with Hilton Hotels, and manage the media partner, which was Capital FM.
The team also worked collaboratively with artist PRs and the charity partner for the event, Wishes For Kids, using artist access to grant wishes, raising awareness within charity and consumer media of the foundation.
In building momentum for the unknown event, we secured coverage which exceeded £250,000 in value and had a reach of over 40 million impressions.
As part of its festival PR strategy, the agency also managed over 40 media attendees at the event including national photographers from The Sun and Daily Express and a film crew from Channel 4. Post-event stand-out coverage was secured in key media including ITV, Daily Mirror, The Mail, Reveal magazine and Daily Express.
For more information on our event PR support, please get in touch.