A hugely successful PR campaign for Gabrieli ROAR
Updated: Jan 30
I'm so excited to share this project with you because it was such an incredible success.
Gabrieli Roar is a challenging training programme which invites young singers to perform alongside the Gabrieli Consort and Players, one of the UK's leading period music ensembles.
The programme is a collaboration between Gabrieli and a range of diverse English school and youth choirs, which helps young people from many backgrounds to develop a love of choral music, breaking down barriers and fostering the next generation of classical music lovers, concert-goers and musicians.
They came to me as they needed help managing a PR campaign for their festive concerts 'In Dulci Jubilo'. These concerts were their most ambitious project to date, involving over 85 school and youth choirs and over 4000 young singers from around the UK. The concerts were held in eight iconic cathedrals and minsters around the UK, including Westminster Cathedral and York Minster.
They had never done a PR campaign before and as publicity was integral to the project's future funding it was vital I made it a success.
Crafting the story
At the heart of this project was an incredible story - Gabrieli Roar has been transformative for so many of the young people involved, the majority of whom have never had the opportunity to sing in a live concert setting before, let alone somewhere as significant as a cathedral.
Journalists are inherently interested in the human angle of a story, so I used this to my advantage with powerful quotes and case studies from the Music Directors of the schools and the young people involved.
I achieved some fantastic media coverage in the company's "Gold Tier" list of publications - including a feature in the key music publication Gramophone and local features on BBC radio stations around the UK. I also had an incredible BBC London News TV feature confirmed, which unfortunately fell through on the day as they were too short-staffed due to staff illness.
Overall, I achieved 16 pieces of media coverage in trade, local and regional publications.
What the client had to say...
"We approached Hannah with a brief which had a very short lead time to help promote a national project. Hannah was fantastic taking this on for us and she delivered throughout, securing a number of features in both local and national press. Her communication throughout was fantastic and we were extremely grateful to have her as part of the team and we are looking forward to working with her more in the future."
Anna Winstone - General Manager, Gabrieli Roar
Photo credit: Frances Marshall