Nottingham Symphony Orchestra
Creating excitement around a very special performance in Nottingham.
The Nottingham Symphony Orchestra’s spring concert featured an 11-year-old, Matthew Smith, conducting a nine minute operetta – Strauss’ Die Fledermaus. Appreciating the potential of this story, Cartwright – as part of its pro bono work in the not-for-profit sector – devised a PR strategy to enable national and international coverage through a traditional PR campaign, incorporating video and an integrated social strategy.
All PR activity had to focus on the orchestra’s target of achieving 1,200 ticket sales, as well as promoting Nottingham as a musical city that’s full of talent.
Cartwright strategically timed the release of Matthew’s story in order to gain the most amount of traction with national press, offering exclusives where relevant and negotiating further coverage and repeat features in national publications.
Video content was also a driving factor in this campaign and, by linking with Nottingham’s Confetti Media – which was on board to create a documentary following Matthew’s journey – Cartwright was able to offer footage as an added bonus alongside press releases and interviews.
We achieved hugely impressive media coverage for this campaign, securing pieces online and in print in titles including: The Telegraph, The Times, Daily Mail, The Mirror, The Week, Teen Vogue. Broadcast interviews were also secured with BBC Newsround, Sky News, BBC Breakfast and locally on BBC Radio Nottingham.
Media were also keen to attend the concert itself and were treated to a bumper crowd of more than 1,300 people.