Vineyard Records had been producing worship music from the Vineyard movement for decades but in recent years momentum has increased and there was a desire for a "brand rebirth" changing the name to Vineyard Worship. The new name brought with it a renewed commitment to sourcing and profiling songs that charted what was happening at a local and national level throughout the movement.
This process began by identifying with the leadership team what the primary objectives were for the relaunch. Key messages and target audiences were clearly defined and a strategy was then created to best reach those audiences.
We targeted key sector media with a traditional PR campaign as well as more bespoke media partnership opportunities for media who could give a more textured approached to promotion and awareness.
The response from media was encouraging and we were able to secure a number of high profile interview opportunities for the key spokesperson that provided multiple impressions across digital and broadcast channels.
We were also able to use non traditional methods such as competitions and radio playlists to provide greater exposure to the music, the story and the new positioning of the brand.