/ BRINGING DANIEL BEDINGFIELD TO LINCOLN
Before the Engine Shed and Lincoln Live!, the East MIdlands' city of Lincoln struggled to attract internationally recognised musicians. That all changed when Lincs FM 102.2, the county's commercial radio station, hosted an intimate, exclusive and acoustic evening with Daniel Bedingfield. The initiative, which created talkability and encouraged non-listeners to tune in to the station in order to win tickets, was instigated and managed by Lava's Matt Hammerton.
activity
In the 12 years of broadcasting to Lincolnshire and Newark, Lincs FM 102.2 hadn't previously exploited its excellent working relationship with some of the UK's leading record labels. That was until Matt Hammerton and Lincs FM's Head of Music approached Polydor to see if any of its artists was interested in performing in Lincoln. To their surprise and delight, Daniel Bedingfield agreed to a 20 minute set.
With Lincoln's Drill Hill secured, an on and off-air marketing campaign was devised.
Lava's creative input brought the event to life - with presenters giving tickets away on air and in person at mystery venues around the county. Members of the Lincs FM Listener Club and visitors to the station's website were also offered chances to win tickets.
Two 'golden tickets' were offered to Lincolnshire and Newark's Daniel Bedingfield Super Fans - who competed head to head live on the radio answering questions, set and asked by Daniel himself.
Perhaps the most touching part of the event, was when 11 year old Victoria, an autistic child, was able to meet her idol back stage and then have a song dedicated to her live on stage.
Lava's proactive PR campaign ran alongside its management of the event to ensure widespread pre and post media coverage.
RESULTS
/ Extensive and widespread media coverage before and after the concert, including the Lincolnshire Echo and Lincolnshire Pride
/ A packed house on the night who enjoyed a 90 minute performance
/ Widespread talkability and an increase in audience and hours in the proceeding quarter's RAJAR figures