Post by kmsmith8 on Mar 14, 2007 2:42:19 GMT
Like Stephany I also have access to an article database (through the college I just graduated from, they haven't deactivated my passwords yet). I searched through it a while ago, but didn't have time to post anything. I found a couple interesting articles (including this one) that to my knowledge have not been posted. Not sure if I will have time to sort through the 1000+ articles (they date back to 1999), but these two should be a good start.
This article provides some interesting marketing information on Odyssey.
Anyway here is the article:
Katie
This article provides some interesting marketing information on Odyssey.
Anyway here is the article:
Copyright 2005 CMP Information Ltd
Music Week
October 8, 2005
SECTION: Pg. 18
LENGTH: 476 words
HEADLINE: Hayley calls on doctors for help
BODY:
The Plot
TV exposure in doctors' surgery prescribed in multi-pronged push for Hayley Westenra's second album.
HAYLEY WESTENRA ODYSSEY (UNIVERSAL CLASSICS & JAZZ)
With the release of Hayley Westenra's second album, Odyssey, Universal Classics & Jazz is looking to add value to their traditional marketing efforts with a campaign targeting GP surgeries across the UK.
In an unprecedented move and a first for a UK label, UC&J has launched a six-week marketing campaign which will see two 60 second ads per hour screened daily on 1,000 GP surgery TV sets across the UK. UC&J general manager Dickon Stainer, who anticipates that the ads will impact 4.5m people over the course of the campaign, says it was an obvious area to target. "Hayley's voice is known for its healing qualities, we're just taking it one step further," he says.
The campaign was secured via a relationship with Mediacom and will be rolled out via the Life Channel, a bespoke commercial station that broadcasts specifically in the waiting rooms of GP surgeries.
Westenra's debut album, Pure, has sold more than 800,000 copies to date and marketing director Mark Wilkinson says reaching out to her existing audience forms an important part of the labels phase one-marketing strategy. Targeted database mail outs and e-cards form will hit existing fans while mainstream TV ads on GMTV and ITV3 will reach the broader audiences.
"Hayley Westenra's target audience is probably the broadest of any cross-over artist with whom we deal," he says. "Her potential consumer is typical of the massive passive' of occasional middle-England music buyers who are drawn to an artist through the combination of creative TV advertising and compelling TV promotion."
Wilkinson notes that one of the challenges a label face with an artist who possesses such a strong profile is keeping the campaign alive beyond the first couple of weeks. To address this, the label will be releasing her first commercial single on November 21.
The track, a cover of the Joni Mitchell song Both Sides Now, will go to radio later this month. TV appearances on Loose Women, Songs Of Praise and Blue Peter are set to follow, in addition to solo singing slots on BBC1's Grandstand, when New Zealand play Wales and then England at Rugby. A nationwide tour of church venues will follow in November through December.
Odyssey was on track to debut inside the top 10 today (Monday).
CAMPAIGN SUMMARY
Management: Steve Abbott & Giselle Allier at Bedlam Management.
Marketing: Lindsay McHale, UCJ.
Press: Linda Valentine, UCJ.
Regional press: Tony Woods UCJ.
National Radio & TV: Rebecca Jane Ram, UCJ/Lisa Davies,
Lisa Davies Promotions.
Regional Radio: Steve Dinwoodie, Raised on Radio.
Sales/Retail: Richard Gay, UCJ.
Internet: Wim Jenkins, Decca.
Music Week
October 8, 2005
SECTION: Pg. 18
LENGTH: 476 words
HEADLINE: Hayley calls on doctors for help
BODY:
The Plot
TV exposure in doctors' surgery prescribed in multi-pronged push for Hayley Westenra's second album.
HAYLEY WESTENRA ODYSSEY (UNIVERSAL CLASSICS & JAZZ)
With the release of Hayley Westenra's second album, Odyssey, Universal Classics & Jazz is looking to add value to their traditional marketing efforts with a campaign targeting GP surgeries across the UK.
In an unprecedented move and a first for a UK label, UC&J has launched a six-week marketing campaign which will see two 60 second ads per hour screened daily on 1,000 GP surgery TV sets across the UK. UC&J general manager Dickon Stainer, who anticipates that the ads will impact 4.5m people over the course of the campaign, says it was an obvious area to target. "Hayley's voice is known for its healing qualities, we're just taking it one step further," he says.
The campaign was secured via a relationship with Mediacom and will be rolled out via the Life Channel, a bespoke commercial station that broadcasts specifically in the waiting rooms of GP surgeries.
Westenra's debut album, Pure, has sold more than 800,000 copies to date and marketing director Mark Wilkinson says reaching out to her existing audience forms an important part of the labels phase one-marketing strategy. Targeted database mail outs and e-cards form will hit existing fans while mainstream TV ads on GMTV and ITV3 will reach the broader audiences.
"Hayley Westenra's target audience is probably the broadest of any cross-over artist with whom we deal," he says. "Her potential consumer is typical of the massive passive' of occasional middle-England music buyers who are drawn to an artist through the combination of creative TV advertising and compelling TV promotion."
Wilkinson notes that one of the challenges a label face with an artist who possesses such a strong profile is keeping the campaign alive beyond the first couple of weeks. To address this, the label will be releasing her first commercial single on November 21.
The track, a cover of the Joni Mitchell song Both Sides Now, will go to radio later this month. TV appearances on Loose Women, Songs Of Praise and Blue Peter are set to follow, in addition to solo singing slots on BBC1's Grandstand, when New Zealand play Wales and then England at Rugby. A nationwide tour of church venues will follow in November through December.
Odyssey was on track to debut inside the top 10 today (Monday).
CAMPAIGN SUMMARY
Management: Steve Abbott & Giselle Allier at Bedlam Management.
Marketing: Lindsay McHale, UCJ.
Press: Linda Valentine, UCJ.
Regional press: Tony Woods UCJ.
National Radio & TV: Rebecca Jane Ram, UCJ/Lisa Davies,
Lisa Davies Promotions.
Regional Radio: Steve Dinwoodie, Raised on Radio.
Sales/Retail: Richard Gay, UCJ.
Internet: Wim Jenkins, Decca.
Katie
It just goes to show how innovative Decca can be, sometimes! 