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Russell Watson - The Voice, for Decca/Universal
Records
Winner IPR NW 2001 - Silver Award for Best Consumer
Campaign |
In Unknown youthful operatic tenor
Watson, from Salford, recorded The Voice album for Decca/Universal
Records.
Decca/Universal turned to us for
in-depth knowledge of the North-West media and music
business market.
Target market was 40 plus, so the
campaign focused on local press in the North-West and
nationwide.
Campaign Highlights
Private Media Introduction
- the 50 most influential figures in the Manchester
media were invited to a private audience with Watson
at a Manchester restaurant.
No Dream Impossible
– Granada TV documentary
Granada TV regional documentary - viewing figures for
the documentary were 7,092,000.
Manchester Life magazine
cover
Exclusive interview and photo-session for Manchester
Life front cover - featured on 400 city bus stops in
magazine's re-launch ad campaign.
Local Newspapers
Local papers across the country were targeted for their
40 plus demographic and offered CDs as competition prizes.
Manchester Christmas Lights-Switch
On
Watson performed and switched on the lights in front
of a record 15,000 people and received a blitz of coverage.
Evaluation
June to December 2000, The Voice sold in excess of 400,000
copies. Decca and Watson's management credit the North-West
region as being the launch-pad for this unique and remarkable
campaign.
Watson has since gone on to win
music industry awards and sell over 1m copies of The
Voice.
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