Gurrumul at The Barbican

On 6th October 2011, The Barbican played host to “international musical phenomenon” Geoffrey ‘ Gurrumul ‘ Yunupingu. Gurrumul is a multi platinum-selling artist celebrated for his contribution to indigenous music in Australia.

Gurrumul

Keen to capitalize on the reputation of a national treasure, The Barbican wanted to promote the show to London’s Aussie population. Using our expertise on the capital’s demographic makeup – and with the help of online sources such as Office of National Statistics – we identified several areas with a high density of antipodean residents and visitors (e.g. Shepherd’s Bush, Hammersmith & Clapham).

This formed the basis of a targeted print distribution campaign: 2 Community Runs* using 6,000 postcards, with particular emphasis on bars and music venues. Distribution took place in the middle of September, allowing for a 3-week lead in.

To further raise the profile of this show, some hand-to-hand distribution was arranged outside 4 London tube stations – once again in areas favoured by Australian settlers. As well as doing handouts, our Street Team officers were also on hand to convey salient details of the show (e.g. Gurrumul was born blind; his Barbican show is the only UK date of his European tour; Elton John and Sting are big fans!).

Thanks to the brand identity of the Barbican and also the simplicity of their postcard design, our staff experienced excellent engagement levels with passers by, and they easily managed to achieve the maximum distribution levels across all areas (4,000 postcards).

* Community Runs provide saturation of a particular region of the city. The incentive here is to raise awareness in the local community by displaying print inside high-footfall outlets such as cafes, pubs, restaurants, retailers and libraries.

For more information on our range of marketing services please email chris@impactideas.co.uk or call 020 7729 5978 today!

Impact’s innovative marketing campaigns are tailored to suit each customer’s unique requirements, with the same market-leading service for every job, big or small.

Our work varies from traditional print display to multi-layered, co-ordinated campaigns comprising word-of-mouth marketing, community engagement and themed promotions.
Here is a small selection of the innovative, high-profile projects we have delivered for our clients to give an idea of what we can do. But don’t forget – every job is different and your campaign will be created just for you!