Objective

Aim –To bring Katherine Jenkins, the world famous mezzo-soprano singer, to a younger and more mainstream audience via online publicity and creative digital ideas. Her audience at the time we took on the project was predominantly males in their 30s. While wanting to maintain this loyal, core fanbase it was important to us to introduce Katherine and her music to other areas online in the fashion, pop and mainstream worlds. We wanted to focus on Katherine as a classical cross-over artist.

Katherine The Voice –She is an incredibly talented singer, sending shivers up your spine when you hear her live. We wanted to build on already existing music coverage, including classical sites, and increase exposure. We secured her video premiere on The Daily Mail which has a following of over 75 million people per day!

Katherine The Credible Pop Star –Katherine had never had interviews with sites such as Q The Music before, an intelligent and well thought of site with fantastic in-depth features. We secured Q as well features on popular culture sites such as Holy Moly, Digital Spy, The Sun, Music OMH and more.

Katherine The Fashion Icon –This had not really been focused on before, and Katherine has very on trend, cool dress sense. We organised features on Glamour Online and Oasis Clothing bringing her to a more girlie audience.

Examples of the features and special promotions we secured are outlined over the next few pages.

Content

On the following pages we have highlighted a number of online publicity and other digital promotions we set up throughout the album campaign including statistics of the sites and how we feel this impacted on the exposure and of Katherine and her album.

Exclusive Placements

The Daily Mail Online –Video premiere of single