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Media: Strategy Analysis - Carling pushes its passion for music.(Carling Live 24: a rock event)
Brand: Carling Live 24 Clients: Des Johnson, Martin Coyle and Andrew Constable at Coors Brewers Brief: Raise awareness of Carling Live 24 Target audience: Men aged 18 to 24 in London (with a second event in Manchester) Budget: pounds 200,000 in London AGENCIES Media: Matt Bement and Mike Cookson at Vizeum Creative/PR: Cake
Carling Live 24 was created last year to build on the success of the lager brand's seven-year music programme, which includes the Carling Weekend Reading and Leeds festival and the Academy and Apollo music venues.
When it launched last year, Carling Live 24 was the first 24-hour rock event to take place in London for more than 40 years. It doubled in size this year, when 26 bands appeared in 13 venues across London and Manchester.
The challenge was to connect with a significantly broader audience than the 20,000 music fans who were able to attend the event.
The communication strategy was to connect with a broad audience of 18- to 24-year-old men. Serious gig-goers would have heard about the event through Carling's PR programme. Whether they would want to go was beside the point - Carling wanted them to understand its passion for music.
Carling kept true to its down-to-earth brand by integrating its message into the fabric of its consumers' lives. Mixing traditional and new formats - and broadcast and narrowcast communications - Carling brought its unique event to a wider audience without appearing to be a corporate exploiter.
EXECUTION
- Carling Live 24 in Xfm ad offensive.(Brief article)
- Magazine article from: Marketing April 26, 2006 700+ words
Carling is backing its Carling Live 24 music event by buying every ad break on Xfm for a 24-hour...interviews with artists performing at the 24-hour music festival. Carling Live 24 will see 19 bands, including Kaiser Chiefs, Razorlight...
- Carling Live 24.(Exposure)
- Magazine article from: Music Week March 18, 2006 700+ words
Kaiser Chiefs, Razorlight, Ian Brown, The Ordinary Boys and Dirty Pretty Things have been confirmed for Carling Live 24, to be held in London on April 28-29. The event has gigs scheduled across London music venues over 24 hours.
- 2006 Carling Weekend festival.(Exposure)
- Magazine article from: Music Week April 15, 2006 700+ words
* Franz Ferdinand, Muse and Pearl Jam are to headline the main stage at the 2006 Carling Weekend festival, taking place between August 25 and 27 in Reading and Leeds.
- Focus on ... Carling Weekend.(reading festivals)(Brief article)
- Magazine article from: Marketing August 16, 2006 700+ words
The Carling Weekend's origins lie in the National Jazz Festival, which settled in Reading in 1971. Jazz gave way to folk, blues, then rock...
- The Vines pull out of Carling Weekend.(Entertainment News)
- News wire article from: UPI NewsTrack July 7, 2004 700+ words
LONDON, July 7 (UPI) -- The Vines have pulled out of Britain's Carling Weekend festivals in Reading and Leeds, NME.com reported Wednesday. The band, which also pulled out of a massive U.S. tour with...
- DIRECT CHOICE: Carling Live.(Brief Article)
- Magazine article from: Marketing August 8, 2002 700+ words
You can't ignore the invitation to log on to www.carlinglive.com/hot. Through the door comes a brilliantly executed piece of direct mail. Picture an old-fashioned pack of children's stickers: cardboard top to which is stapled a see-through plastic bag. Inside the bag are a handful of charred paper
- New Campaign: Carling Live 24.(Carling Brewing Co. markets )(Brief article)
- Magazine article from: Marketing Week March 30, 2006 700+ words
Carling is running a four-week campaign for its Live 24 music event, using new outdoor technology from EL International. EL's posters feature a paper-thin panel of treated organic phosphorus, which lights up when a small electrical current runs through the site. EL claims the system does not
- Opinion: Focus on... Carling Live 24.
- Magazine article from: Marketing April 20, 2005 700+ words
The one-day music event debuted last year, attracting more than 20,000 people. This year, gigs will kick off at 7am and continue non-stop for 24 hours. - Bands will play at 13 venues in London on 29 April, with a second event in Manchester on 28 May. - The London line-up includes Kaiser Chiefs, The
- Cake and Outside to handle Carling sponsorship brief.(Carling Brewing Co....
- Newspaper article from: PR Week (UK) February 7, 2003 700+ words
...begin work. They will handle events such as the Carling Homecoming shows and the Carling Weekend festival in August. They will also promote the Carling Live series of concerts in addition to the Carling Sessions, an initiative that is being...
- Coors shuffles team as Carling chief exits.(Brief Article)
- Magazine article from: Marketing September 1, 2005 700+ words
...As brand director, Johnson oversaw the introduction of Carling Live 24, which was created last year to build on the success...brand's seven-year music programme. It includes the Carling Weekend Reading and Leeds festival, and its sponsorship of the...