More Case Studies

Startups Awards 2012 Bookmark and Share

Startups Awards 2012

7th Mar 2013

Midnight Communications was appointed by Crimson Publishing in June 2012 to devise and implement...

Click here to read more
Thomas Eggar Bookmark and Share

Thomas Eggar

3rd Jan 2013

Midnight has successfully retained leading national law firm Thomas Eggar as a client since...

Click here to read more
Planet Whale Bookmark and Share

Planet Whale

3rd Jan 2013

  Midnight Communications was appointed by environmental specialists Planet Whale in...

Click here to read more
Sky Sports Living for Sport Bookmark and Share

Sky Sports Living for Sport

3rd Jan 2013

Midnight Communications was appointed by the Youth Sport Trust to handle the regional PR...

Click here to read more
Sussex Business Awards 2011 Bookmark and Share

Sussex Business Awards 2011

1st Aug 2012

Designed to celebrate business excellence across Sussex, the Sussex Business Awards are the...

Click here to read more
Checkatrade.com Bookmark and Share

Checkatrade.com

1st Jun 2012

Checkatrade, the original and most rigorous vetting and customer review site for local...

Click here to read more
NextPrev

London International Music Show

 

The London International Music Show (LIMS) was a new concept event, launched in 2008. The exhibition comprised four shows under one roof and presented over 300 of the world’s leading musical instrument manufacturers and distributors.

The show faced several challenges, which Midnight had to factor including:

A youth market and wider musical community being notoriously difficult.

June being the ‘festival season’ which meant that LIMS had to compete in a crowded market to attract the same audience demographic.

  • Being an unknown brand, therefore the task of establishing LIMS as the place to be by building brand loyalty, attracting the right mix of students, industry executives and music fans, and present the show as fresh, vital  and ‘on trend’.

     

    We decided to face these challenges by crafting a campaign which utilised a complementary mix of social media platforms and an intensive PR programme to successfully support the overall marketing campaign.

    Results

    • Online and social media coverage accounted for 42 per cent of the total reflecting the general trend towards news and information via the internet.  Key message penetration was 80 per cent – meaning most pieces of coverage carried at least one of the four messages stipulated.
    • Over 163 pieces of coverage was secured, resulting in an AEV of over £668,160 and an ROI of 3,341%. Highlight coverage included: Stuff.tv (podcast), The Guardian (print and podcast) and Musik (music blog) and a feature BBC Online – the most popular news website in the UK, averaging around 15 million visitors per month.
    • Many ‘friends’ left positive messages on the community notice boards which helped generate further excitement and build campaign momentum.
    • A number of key media influencers and bloggers attended the event and wrote follow up stories, supported, by photography, videos and podcasts.