this is soho presents independent label market all female takeover
This Is Soho, June 2018
I generated the concept to host a vinyl market on Berwick Street to celebrate Soho’s vinyl connections, women in music and create a newsworthy media activation. The ILM and Soho Radio partnerships which I negotiated and managed brought industry credibility and established and engaged fanbases. This exclusive, destination event increased awareness of This is Soho, footfall and drove positive sentiment amongst consumers, the local community and existing market traders.
Large-scale, outdoor event on Berwick Street celebrating Soho and women in music as part of Soho Music Month.
Female founders of independent record labels took over Berwick Street Market, with a selection of vinyl stalls selling the best of their rosters.
campaign strategy overview
Independent Label Market partnership which saw curation of vinyl stalls, promotion via digital channels, newsletter, poster campaign
Soho Radio partnership including live broadcast and promotion via their channels
Pre-promotion of event via media partnerships with Time Out and Evening Standard
Press release, media liaison and interviews, event listings
Utilised prominent record label stall holders as spokespersons for media interviews and digital content for This Is Soho website
Aligned with Digital & Design teams to ensure timely, coordinated delivery of campaign and assets
event logistic overview
Creation of Event Management Plan and Risk Assessment
Council and EHO negotiation and management
Production team briefing and management
Security and St John Ambulance team briefings
Budget reconciliation
Multiple stakeholder and client management
Local resident & tenant liaison
results
PR campaign which generated 57 pieces of premium coverage with an estimated circulation of over 94 million across broadcast, print and online media titles including GQ, Time Out, Grazia, Stylist, NME, BBC Radio 6 Music, BBC Radio London, London Live
Influential event attendance including world renowned DJ, Giles Peterson, and press trips with ELLE and Secret LDN
100% of market pitches in use compared to 30% usual Saturday uptake
Positive sentiment created amongst traders who saw profit increase and happy to see the market busy