Estonian pop star creates newspaper in UK publicity bid for new single | PR Week
An Estonian music star is attempting to publicise her new single in the UK by creating her own newspaper.
More than 50,000 London commuters will be handed copies of the ‘Daily Hannah’ tomorrow from glamorous distributors in the usual freesheet distribution spots. The paper will point readers to Hannah Ild's website, where they will be able to download her new single and get more information about the singer.
Quite Great Communications' senior press officer Ben Titchmarsh, who is handling PR for the stunt, said: ‘PR firms in the music business often face the challenge of promoting a star who is massive abroad to the UK media so we had an idea - why not generate column inches ourselves with paper devoted solely to the artist we're promoting?'
Ild is being managed by 19 Management and works with producers Bimbo Jones and Steve Booker, the writer of ‘Mercy’ for Duffy.
The newspaper will educate readers about the singer, as well as providing information on Estonia and Tallinn’s upcoming European City of Culture 2011 status. Readers will also be able to win a five-star trip to the country.
The main story will be that the Estonian Embassy has announced Ild will be the face of the country’s tourism campaign.
Reaching your audience with tools they're comfortable with, appropriate for commuters and the environment in which they'll consume the content. Imaginative.
Good luck, Hannah!
