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Deacon Blue

Marketing Deacon Blue, Simple Minds and... Linlithgow? Confessions of a Music Event Promoter

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By Craig McGill | MD/Creative Guy

August 5, 2014 | 6 min read

Scotland has seen a spate of events this year, all needing considerable marketing and PR support. One event that has tried to take a different tact by being all about the local community in promotion and engagement is Party at the Palace, a two-day event featuring the likes of Simple Minds, Deacon Blue and many others.

Simple Minds and Deacon Blue will be playing Linlithgow this weekend

Deborah Welsh Commerical Media has been running the comms and marketing team for the event and Deborah took five minutes out from a soundcheck to talk about the challenges behind it.

HOW DID PATP COME ABOUT?

It all started with some beers and the idea of hearing the iconic intro of Simple Minds 'Waterfront' playing at Linlithgow Palace… John Richardson and Peter Ferguson, the two producers of PATP had great vision for a gathering of some of the Scotland’s finest bands.

They wanted to do something different in terms of venue. John lives in Linlithgow, knew there had never been anything like this at Linlithgow Palace before and as a local, he is passionate about the attraction. Also at the forefront of their minds was 2014 being the Year Of Homecoming.

AN EVENT LIKES THIS HAS MANY ANGLES FOR PR - HOW DO YOU JUGGLE BETWEEN THEM AND PRIORITISE?

As there is such a broad spectrum of bands on the bill, you also have a broad spectrum of fans to communicate and engage with. For me it was a case of getting to all the relevant publications, radio stations and social media sites.

I knew I had a wide audience to target which in a way makes it harder than appealing to just one age group. What’s special about this event is that it is family friendly. Tickets have been bought by groups of people and families spanning three generations.

Older fans will enjoy seeing bands who have perhaps provided the soundtrack to their teenage years but there will also be the younger fans who are there to see The View or Frightened Rabbit but will also discover the likes of Hue and Cry, Horse, Deacon Blue and Simple Minds for the first time.

WHAT'S THE CHALLENGES INVOLVED IN PUBLICISING AN EVENT LIKE THIS?

There’s just so much going on! We’ve had to compete with T In The Park, Rewind, The Commonwealth Games, Bannockburn Live, The Ryder Cup and the small matter of a Referendum on the horizon.

That said, I’ve had some great coverage from The Sun, The Daily Record, Sunday Mail and Sunday Post, STV and other local titles. Media interest has picked up this week. Not surprising as I’m pretty persistent.

Socialmedia has been a great marketing tool and we have used it to great effect. That said, I‘m from an era where I know the value of a column inch and still love the printed word. Newspapers have always been my favourite medium and I suspect always will be.

COMMUNITY HAS PLAYED A STRONG PART IN PATP - WAS THAT DELIBERATE FROM THE START?

Absolutely. It was a clear objective that local businesses would benefit from this event on their doorsteps. The area’s hotels, bars, cafes and shops should see a busy weekend ahead! In total, there are around 60 businesses that are involved with Party at The Palace from within 15 miles of the town.

HOW MUCH HELP HAVE THE BANDS BEEN?

The bands have been great, despite their busy schedules. I have asked quite a lot of them in terms of press interviews and television appearances but they are all very media savvy and commercially aware. They are also really excited about playing in this stunning setting for the first time.

HOW DOES THE PR PROCESS CHANGE FROM PRE-PUBLICISING THE EVENT TO THE ACTUAL WEEKEND PR AROUND THE EVENT?

Prior to the event it’s all about raising awareness and ultimately selling tickets.

As we get closer to the gig, we become more about giving people practical information such as traffic reports, public transport tips and general point to ensure their safety and well being. We also hope to create a big build up with our Facebook followers to really get them in the mood.

WITH HINDSIGHT ANYTHING YOU WOULD HAVE DONE DIFFERENTLY OR WILL DO DIFFERENTLY FOR YEAR TWO?

As with every project, hindsight is a wonderful thing and it’s fair to say lessons have been learned in some areas. By and large I usually have a set strategy from the outset and this hasn’t failed me yet.(Touches wood!)

ANY STAND OUT MEMORIES SO FAR FROM BEING INVOLVED?

Ask me on Sunday night after Simple Minds have closed the show! They were the first live band I ever saw. It was at Ibrox in the 80s and I think I was about 15. I suspect to this day, my Dad doesn’t know I was there.

I think lots of special memories will be created this weekend. I’ve been privileged to work on many music projects with John and Peter, who are passionate industry professionals but this is our biggest yet and we’re all really excited.

The only thing we can’t control is the weather but I’ll try and have a word with it anyway! Prayers for sunshine please.

Deacon Blue

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