“For many dance music fans at Glastonbury, the arrival of Block9’s new stage, IICON, felt more important than any of the headliners”
PR strategy, planning and execution for the launch of IICON at Glastonbury Festival, resulting in a 750M+ readership. The monumental new creation by London artists Block9 was a key moment in Block9’s history. A drip feed & tease approach to PR in the lead up to the festival was employed to create initial buzz, working closely with Glastonbury Festival press office. Exclusive opportunities with strategically chosen media such as the Guardian, BBC and Dezeen were negotiated in advance to create shareable, high impact content to drive reach and awareness. Additional music, arts and culture media were given privileged access to talent and behind-the-scenes action during the festival to ensure the right coverage from the right viewpoints. The result was 70+ pieces of coverage over the festival period with a total readership of 750M.
Image by Kamil Kustosz.
