2015 NME Awards & Austin Texas

For Austin - 'The Live Music Capital of The World' a partnership with the NME Awards was the perfect fit


The Challenge

Austin, Texas wanted to build a stronger connection with the UK market, in order to fully leverage the new direct British Airways flight from London Heathrow to Austin.

The Execution

Austin was already strongly connected to London as a result of the tech industry and events such as SxSW, but Austin wanted to address the younger, leisure audience with a message about music; raising awareness of Austin’s established, vibrant music scene and numerous music festivals. Music was to be used as compelling content to start a conversation with this target market and lead into a wider discussion about the other attractions available in Austin.

The Solution

In order to rapidly build Music credibility in the UK, the NME was the perfect partner. Established in the late 1950’s, it has played a seminal role in the development of British music , always with a commitment to upcoming and genuine new talent. As well as negotiating exposure at the Awards Shows and across NME Channels; we also delivered parallel promotions with brands, including – British Airways,  O2, Dominos Pizza, The Blues Kitchen, STA Travel, Monster Headphones, Virgin Holidays and the Travel Trade Gazette.

The Results

Our activity achieved enormous reach in Music and Youth Media but also across mainstream media, including – The BBC, The Guardian, The Independent, London Evening Standard, The Sun and Sky News. Overall, the campaign reached over 2,000,000 and delivered over £60,000 in added value,



Project Details

Project Results

  • Reach: Over 2,000,000
  • Added Value £60,000