OVERVIEW

Olivia Dean was the talk of the town after her clutch of BRIT Awards, which presented an opportunity for the Square in the Air team to capitalise on a major trending topic.

To impact a saturated online conversation, it would require an expert PR approach to deliver press office coverage for our client William Hill.

ACTIVITY

The SITA team identified a crossover opportunity to target showbiz journalists across both music and film, bringing together the world of pop and popcorn!

We had already earmarked the awards night as one to watch, given previous successful coverage campaigns delivered in the aftermath of other ceremonies such as the Oscars and BAFTAs. Dean scooped Album of the Year, Song of the Year for her Sam Fender collaboration ‘Rein Me In‘, Artist of the Year and Best Pop Act at the awards, and was the undoubted queen of the night.

Meanwhile, with media still guessing who will portray the next James Bond, there was also ongoing interest in who will sing the opening theme for the next 007 instalment.

Bringing those two topics together, SITA distributed a bespoke press release, sharing the leading bookmaker’s latest odds on Dean’s chances of performing the next Bond theme, following her breakthrough night in Manchester.

RESULT

In the days that followed, SITA secured over 20 pieces of coverage in a wide variety of titles and media types. This included international media and music-focused sites, such as EuroNews (online and print), The Festivals UK, Kiss FM and NME.

SITA’s success with this activity proves the value of preparation and forward planning by identifying events in advance, and highlights the agency’s flexibility of operating outside of traditional sports betting spaces.