The Brief
We were delighted to support Nordoff and Robbins with a strategic approach to media relations for its fundraising Christmas Carol Service 2023, featuring artists including Kaiser Chiefs, Beverley Knight and Ayanna Witter-Johnson.
Our brief focused on raising the profile of Nordoff and Robbins as the UK’s largest music therapy charity – and the music industry’s charity of choice – through its annual Carol Service.
To achieve this, we aimed to:
- Raise awareness of music therapy and increase Nordoff and Robbins’ reach with target audiences as the charity providing significant impact for a wide range of people – changing lives through music therapy
- Align Nordoff and Robbins with high profile artists and music of all genres, positioning it as the authoritative voice on the role that music has to play in society
- Demonstrate Nordoff and Robbins’ commitment to working with the music industry and position it as THE music charity in the UK
Insights and Approach
Our approach to charity communications for the event, elevated by learnings from previous years supporting the service, set out clear communication objectives, in line with the organisation’s own strategic approach.
We planned a three-pronged approach to maximise coverage:
- Press releases to build excitement toward the event and celebrate its success, including teasing headline and supporting acts and previous event successes
- Media interviews pitched in the lead up and on the day with key artists and CEO of the charity
- Provide well-run, high-quality media opportunities at the event, including interviews for journalists and professional photography.
The Outcome
We secured exclusives with PA media leading to wide reaching coverage in national print and online media. As well as news of the artists performing, coverage included a quote from the CEO, Key messages about the charity itself and the impact of its music therapy work.
Coverage surrounding the event also included:
- Features in the music press, with Music Week and NME sharing news of the concert
- Pre-event in-studio interview with performer, Ayanna Witter-Johnson on ITV London, which promoted both the Carol Service and the music therapy work of Nordoff and Robbins
- Beverley Knight and CEO Sandra Schembri were interviewed on BBC Radio London and Times Radio
- Blanket regional coverage in both print and online outlets, including the entire front page and page 3 of the Yorkshire Evening Post.
Interviews on the night also led to a half page piece in The Star’s Wired column, a prominent review in the Sunday Mirror/Daily Mirror, and a Reuters news package distributed internationally
400
pieces of coverage
8.5
billion
opportunities to see