Insight
The Queen International Fan Club was set up to celebrate the music of Queen. The club runs several events throughout the year for its members.
The brief: “Each year, we run the a convention to get our members together and celebrate the music of Queen. We want a PR agency to help us grow attendance figures for the convention.”
Implementation
A strategic events PR campaign was created, which targeted key geographic areas, such as Brighton, Manchester and London to capture ‘hot spots’ of Queen fans.
Partnerships were created with specialist media outlets, such as Classic Rock radio, Vintage TV and regional titles such as the Brighton Argus and Manchester Evening News.
Fun competitions were set up to boost interest. We ran a giveaway, and a Queen fan and five of their mates won a free weekend pass to the convention.
Special ‘Queen’ radio kits were put together and sent to the UK’s leading DJs. The kits included a Brian May wig, inflatable guitar and a Freddie Mercury mask. Together the ‘props’ ensured lots of chat and promotion by breakfast and drivetime DJs on the nation’s favourite radio shows.
Impact
The phones started ringing as the campaign went live!
Vintage TV ran a special Queen programme to celebrate the music of the band and promote the fan club.
Competitions enabled on-air coverage on all target radio programmes and regional newspapers. All hot spot regions of Queen fans were reached and bookings soared in these areas.
National and regional radio DJs donned the Brian May wig and Freddie mask, and plugged the event, which created fun and engaging content online and on-air.
The campaign won a Silver CIPR PRide Award.
“Thanks Big Wave PR for your PR and marketing support. You really understood the brief and due to the increased exposure, tickets to the convention have significantly increased.”
Queen International Fan Club Convention
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