Relevance & Reputation

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Case study

BRIT Awards

Challenge

Continuous communication for the best of British

In 2010, DawBell began working with The BRIT Awards to help communicate the changes they were making in evolving their brand to maintain it’s position and reputation as a world-class music event.

Results

Since coming onboard, DawBell has achieved higher-quality and more focused coverage for the BRITs brand across both broadsheet and tabloid print titles as well as digital outlets and media influencers whilst maintaining its strong reputation. We’ve built on the BRITs long-standing heritage of leading the way, by overseeing the media implementation of radical new ‘firsts’ for the show including live Twitter voting, YouTube streaming of the event and dynamic new partnerships.

We were also charged with advising on the shake-up and communication of the changes in Voting Academy, implemented to reflect a more diverse musical landscape and bring the show in-line with the current music trends worldwide. DawBell’s trusted media relations and skills in crisis management have seen us work quickly to effectively control a number of incidents at the event over the years through clear and immediate communication.

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2019 Event

Shining a light on British music

Our role was to manage the overall media and comms strategy and to develop and generate widespread coverage in the UK press focused on the various key objectives of the show:

  • Shine the light on British music and creativity
  • Position the show as a must-see evening of entertainment
  • Drive viewers to the exclusive broadcast on ITV (UK) and YouTube (ROW).

At the Event

DawBell managed upwards of 200 journalists from the daily nationals, weekly magazines, online press, bloggers and social media managers to report on the show. In addition to managing all the artists on the red carpet and BRITs TV promo, we also coordinated an exclusive backstage shoot with artists for GQ Magazine, resulting in a one-off composite image for their digital channels, the subsequent print edition of the magazine (16 pages worth of coverage) and placement in the tabloids.

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Results

  • 13.5k media items across print and online press
  • £22.8m AVE
  • 3.8bn OTS
  • 51% of the media coverage was generated before the ITV televised event
  • Post-event coverage was worth £11.8m, generated from 6.6k media items
  • 45 previews / pick of the days which specifically raised awareness of, and provided tune-in details for the BRIT Awards on ITV
  • 21 articles specifically raised awareness of and/or previewed the War Child and/or BRITS Week music events, worth £77k. Coverage reached: Evening Standard, Metro (London), Daily Star, Sunday Times, Daily Telegraph, The Sun, Kerrang!, Daily Mirror.
  • Widespread covers including full cover spreads and supplements in Daily Mirror, Daily Star, The i, Metro, Music Week, The Sun

  • 3.8BN

    OTS

  • £11.8m

    POST-EVENT VALUE

  • OVER

    13,500

    MEDIA ITEMS