27 Club

  • Branding
  • Digital
  • Event Concept & Management
  • Public Relations
  • Social Media Strategy & Management
  • Website Design
27 Club

27 Club salutes the rock star icons who left us too early aged only 27 – Hendrix, Joplin, Cobain, Winehouse, and Morrison – each the voice of their generation. Winner of Adelaide Fringe’s Best Music Award in 2021, the production was once again hailed as a smash-hit in 2023, before embarking on a widely celebrated national tour.

For our third year working with Release Creative and Amplified House, we were engaged to refresh and reinvigorate the branding of the show, drawing on the narratives of the ill-fated, titular rock icons. Timeless yet contemporary. Public Relations maximised the public profiles of lead performers, while development of season-launching event ‘27 Club: Unplugged’ fostered connection with the fan-base, generated point-of-difference media content amid Fringe saturation, and brand alignment with Adelaide venue, Mismatch Brewing.

Outcomes

139 press mentions and total audience outreach via PR of almost 2 million people. Features and coverage across 115 radio interviews and mentions, 20 online publications, and four print publications. Across a 56-day campaign window, amid competing Arts-media saturation of Adelaide Fringe period. Campaign value conservatively estimated at $100,000 in Advertising Value Equivalency.

 

27 Club
27 Club
27 Club
27 Club
27 Club
27 Club