Ministry of Sound
Ministry of Sound
Services Provided
- PR Strategy & Campaign Management
- UK & International Media Relations
- Press Office: News, Features, Interviews & Reviews
- Event Listings & Guide Placement
- Partnership & Announcement PR
- Social Amplification
- Stakeholder Comms
- Activations
01.
The Brief
Ministry of Sound (MoS) engaged us to drive year-round PR across a landmark programming cycle: the venue’s 34th Birthday, new brand launch URGE, No & Low alcohol series, LAB54 Freshers House Party tour, Peak Moods and Mak10 takeovers, Ministry of Pride with Fat Tony, their new VIP area renovation, and strategic announcements including the MoS × DICE partnership. Objectives were threefold: (1) maintain MoS’s position as a London nightlife institution with broad national relevance, (2) expand reach into lifestyle and mainstream press while retaining credibility with specialist dance media, and (3) achieve consistent guide inclusions that convert to footfall around key dates in the calendar (bank holidays, Halloween, NYE). Alongside evergreen reputation work (best-of lists, destination guides), we were tasked with building momentum into MoS’s upcoming 35th year and international touring plans.
02.
The Solution
We delivered a rolling, multi-pillar press programme that sequenced high-impact news moments with sustained listings and features. For mainstream awareness, we targeted national outlets and mass-reach platforms (e.g., MSN syndication on Peak Moods; Mirror, Metro, Evening Standard, Time Out) while securing specialist credibility through Resident Advisor, Mixmag (multiple international editions), DJ Mag, Beatportal and Electronic Groove. Campaign arcs included: a two-phase LAB54 April Fools activation (pre- and post-reveal across RA, Mixmag, National World), the No & Low “sober rave” launch driving culture/consumer coverage (Euronews, DJ Mag, Beatportal, Secret London), the 34th Birthday (RA Pick + mainstream reviews), and VIP area relaunch features. We layered in targeted interview pitching (e.g., MailOnline with Fat Tony; artist Q&As), orchestrated event-week guide placements (Visit London, Luxury London), and amplified via genre “tribe” pages and IG/TikTok creators to convert editorial heat into social reach and ticket intent.
03.
Results:
