Summary

Gorwelion/Horizons is a BBC Cymru Wales and Arts Council Wales scheme to develop new, independent contemporary music in Wales. We designed and delivered a launch event and PR campaign to spread the story about 12 new acts for 2019.

Objectives
  • Deliver a bilingual PR campaign to announce the Gorwelion/Horizons 12 for 2019
  • Support Horizons with targeting their messages at new and existing audiences
  • Create a dynamic event or stunt that introduces the 12 new acts to a wider audience, that gets more people talking about Horizons.
Results
  • We secured broadcast, print and digital coverage across both Welsh and English media as well as getting people talking about the acts across social media.
  • We secured interview opportunities and bulletin coverage of the launch on BBC 6 Music, BBC Radio Cymru and BBC Radio Wales, BBC Cymru Fyw and on the BBC’s website. We also achieved coverage in Golwg Magazine and interview opportunities with S4C’s Heno, which included an interview and performance with one of the 12, Eve Goodman.
  • In addition to this we pitched and secured a feature with North Wales Live (Daily Post) which detailed the Horizons artists and named them the most exciting live acts currently coming from the region.
  • In addition to the PR campaign, we successfully planned and implemented an event for the announcement of this year’s Horizons acts, which included live performances from the bands and a stunt event in the heart of Cardiff’s music scene, Womanby Street.
25
total pieces of coverage
Over 3.6m
total broadcast media reach
10.4m
total digital media reach
How we did it?

We developed an integrated communications strategy which focused on targeting Welsh national and music media, relevant social media influencers and Welsh music industry stakeholders.

As part of this campaign, we produced a bilingual media release to announce the new artists, which included quotes from Radio 1 DJ Huw Stephens, Horizons lead Bethan Elfyn, Arts Council of Wales and a previous Horizons artist.

As part of our communications strategy, we wanted to create an attention-grabbing stunt that coincided with a launch event. We also created a list of media, influencers and music stakeholders and invited them to attend the launch.

For the event, we booked and coordinated the venue, Clwb Ifor Bach, and sought the approval of the council to hang banners- one per artist- above Womanby Street for an eye-catching stunt. We commissioned up-and-coming artist Cadi Lane to create vibrant designs for the banners that would capture the attention of those passing by. These illustrations introduced the Horizons 12 and were also used on posters and other print media. We coordinated the distribution of these across the city centre.

We ensured the smooth running of the event, managing the logistics, guest list and also scheduling the photography and videography for the day. A handful of the bands performed at the event and we worked closely with the technical team to assist with the performances and schedule. We organised a number of items for the event, including branded cupcakes, hi-vis waistcoats and drinks tokens as well as umbrellas for the exterior photography.

After the stunt event, we continued to secure coverage and interview opportunities, liaising with artists with regards to their summer gig schedules and pitching stories to media.