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National Music Week
BRIEF
Raise public awareness of first National Music Week 2006, 16-20 October - a new initiative from the music industry and government that enriches the musical curriculum for secondary school pupils. Publicise the first ever School’s Top 10 singles chart.
RESPONSE
Exploit sound and visual potential by targeting national broadcast media. Working with stakeholders – schools, Top 10 artists, music industry and DfES to create UK-wide content and activities. Publicise School’s Top 10 artists and Education Secretary, Alan Johnson’s school visit in the national, regional, trade and online media.
ACTIVITY
Campaign included over 100 tailored press releases. Euro RSCG Biss Lancaster also drafted spokespeople Q&As, ministerial submission document, a MySpace page for the campaign and attended and promoted seven different events during the week. Euro RSCG Biss Lancaster negotiated broadcast media partnership with Capital FM.
RESULT
Euro RSCG Biss Lancaster achieved over 50 broadcast items. Prime time coverage was achieved on BBC Breakfast, BBC News 24, Capital FM, BBC Radio Five Live and regional TV. Also over 400 press cuttings in national, regional and trade media. Coverage was 98% positive.
 
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National Music Week  
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