Celebrate MOBO

The Project

Celebrate MOBO was an event to celebrate young creatives in the music, digital and fashion industries which took place in Glasgow at the Barras Art and Design (BAaD) with queen of the MOBOs, Kanya King MBE. Moir Media organised the event from the concept through to arranging speakers to website management and public relations.

Designed to bring together hundreds of young people and music industry figures by the creator of the MOBO’s Kanya King MBE and funded by Scottish Enterprise, Celebrate MOBO’s aim was to take the passion and excitement surrounding the MOBO Awards and deliver a legacy for emerging Scottish talent.

Moir Media Event Marketing Objectives and Aims

  • To develop an extensive programme of cultural, music and business events, workshops and Q&As in the lead up to MOBO creating excitement
  • To develop a marcomms plan that connects with the target audience (18 – 25) and encourages participation
  • To engage with the target audience and to nurture talent, encourage creativity and innovation
  • To showcase urban culture, music development and celebration in all forms; from songwriting to promoting, to reviewing – podcasts, blogs, PR to self-promotion and more
  • Identify and include underground music networks, influencers, music groups and a mix promoters/bookers/DJ/lecturers/media and of course graduates and undergraduates, bringing a fresh collaborative approach

Event Strategy

With a limited budget, low profile of the MOBO across the city and a six week lead up to the event, Moir Media knew that the key to the success of this event was effective integrated marketing and PR to raise profile, brand awareness and gather momentum amongst affiliates and the designated target audience.

Will this in mind, the strategy that was created was three pronged:

  1. Engage with key influencers: Online Journalists / Bloggers / Music Sites / Creative Community and gather creative talent in Scotland
  2. Create a talking point that engages with urban and creative culture bringing together the event themes.
  3. Provide an exciting event programme that inspires and leaves a legacy for emerging talent

The timescale to pull this together was six weeks. It was very intensive but the results were astonishing and the event aims were exceeded.

Client

–      MOBO Awards

Date

–      Nov 2014

Event Highlights

  • Combined Reach of 21 million
  • 123,598 hits to the website in eight weeks
  • 20 Unique Articles Created
  • 4 Unique Performance Videos from artists
  • 12,000 views on Celebrate MOBO videos
  • 1 Creation of a 16 foot by 12 foot mural
  • 1 Top Ten Single
  • 11 Emerging Artist Performances
  • 18 Speakers
  • 170 attendees
  • 1 legacy

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Celebrate MOBO offered host partners the opportunity to brand, endorse existing and create a new event which supported industry and benefitted individuals from the brand values of MOBO. In addition, as well as providing opportunities for community and industry engagement, the programme added a good level of buzz and excitement in the lead up to the MOBO Awards, driving additional PR and ticket sales. Moir Media pulled together an exciting, innovative and creative programme of speakers and interviews which attracted audiences from creative industries, academia and technology sectors.

Makar Gin

The multi award-winning Makar Original Gin is the first gin to be distilled in the city of Glasgow.

Embracing the characteristics of the Dear Green place, Makar is a bold, vibrant, juniper-led gin that derives its name from the ancient Scots word for ‘the maker’ or craftsman.

Working with the distillery to push awareness of the gin, we created and implemented a pr strategy, curated content, sourced new partnerships and produced promotional brand photography; from drink styling to collaboration and events.

Services

  • PR
  • Social Media Management
  • Creative Photography
  • Consultancy
  • Styled Photoshoots
  • Events
  • Partnership Sourcing
  • Website Management

The Butchershop Bar & Grill

Butchershop Bar & Grill

The Butchershop Bar & Grill is an award winning steakhouse based in the west end of Glasgow serving the finest grass fed, dry-aged Scotch steak.

Moir Media worked with The Butchershop Bar & Grill for five years to help them grow their online presence and implement activity across traditional and digital marketing.

On weekly basis, we collaborated with The Butchershop owners to provide an integrated marcomms programme that helps them engage with their target audience across both traditional and social platforms.

From blogging to implementing and devising content and social media strategies, we have successfully grown their fanbase and achieving positive ROIs.

Services we provided:

  • Public Relations
  • Marketing
  • Social Media content and management
  • Website Management
  • E-marketing
  • Consultancy
Butchershop Bar & Grill website

Hutchesons

Hutchesons Glasgow

Hutchesons City Grill is a beautifully restored architectural icon on Ingram Street in the centre of Glasgow, once a hospital and now transformed into a stylish three-floor dining venue serving the very best of Scottish food and drink. Full of charm and sheer decadence, walk through their doors into an old-school Hollywood glamour- Narnia in the heart of Glasgow’s Merchant City.

Moir Media worked with Hutchesons from early in the project inception to help create an effective marketing and PR strategy that delivers results across traditional media, digital and online platforms. We successfully helped them launch this incredible venue and hit the ground running into operations.

Services provided:

  • Consultancy; from the creation of a marketing strategy to website management, we offered full-service consultancy.
  • Content planning and delivery across multi-platforms.
  • Public Relations
  • Social Media
  • Marketing; from traditional to digital
  • Event Management
Hutchesons Glasgow

Glasgow Major Events

Glasgow Major Events

Moir Media has been working with Scottish Enterprise, Glasgow City Marketing Bureau and other key partners in Glasgow to develop and evolve an online tourism portal for the city’s businesses called, Glasgow Major Events.

Scottish Enterprise and Glasgow City Marketing Bureau (GCMB) developed www.glasgowmajorevents.com following consultation with the city’s tourism industry.

The sites aims are to help tourism operators identify and capitalise on business opportunities arising from Glasgow’s hosting of major events, such as the Commonwealth Games, Ryder Cup and the MTV EMAs.

Built to support a broad range of users from front line staff to proprietors and managers across the city’s restaurants, hotels, visitor attractions, retailers, tour operators and the night-time economy such as pubs and clubs.

Using www.glasgowmajorevents.com, tourism businesses and organisations have access to real-time market intelligence to help diversify their product offering, target their marketing more effectively, collaborate with like-minded businesses and identify opportunities for driving sales.

A key feature of the site is the events timeline, which provides a comprehensive overview of the city’s major events landscape and allows businesses to view what events are coming to Glasgow and when.

Additionally, tourism operators will be able to tap into training and contract opportunities, learn more about routes to sponsorship and funding support, view case studies of how other companies are preparing to be more responsive to the city’s visitors and connect via the site’s dedicated social media channels – @eventsglasgow on Twitter and the Glasgow Major Events Group on LinkedIn.

However, the site isn’t just for Glasgow’s tourism businesses. It’s also aimed at supporting event organisers, both new and existing.

Specifically, for organisers considering bringing a major event or festival to the city for the first time, the site illustrates Glasgow’s enviable event credentials which, looking ahead, include the 2015 MOBO Awards, the 2015 Turner Prize and the 2016 World Irish Dancing Championships not to mention Glasgow’s position as one of the world’s top 10 sporting cities and the first city in the UK to launch a dedicated Major Events Charter.

The site also reflects Glasgow’s significant investment in new infrastructure, with information, web links and contact details available for many of the city’s world-class new venues including the Emirates Arena, Sir Chris Hoy Velodrome and The SSE Hydro.

By working with partners including Scottish Enterprise, Event Scotland, Visit Scotland and more, Moir Media effectively project manages web presence, online activity and content curation across different social networks and platforms.