Case study — Prince / The Mirror


To substantially increase the circulation of The Mirror, drive brand loyalty and attract trial readers.



Having brokered the landmark music promotion of 2007 we knew that the same model could work again and create the same unprecedented results. Global artists are no longer reliant on releasing their records through major labels. Newspaper groups provide a new distribution channel and deliver to a large and engaged audience.    



Prince put his new album out through The Mirror.



The Music Event of 2010, the brand new CD 20Ten was not available anywhere else (online or at retail). 
A week long multi-platform campaign comprising exclusive interviews with Prince, features, pullouts and competitions in-paper as well an extensive 2 week long advertising campaign on TV, Radio and online.

Sales of the paper went up 32%, the third biggest newspaper sale in the paper's 100 plus year history.



The Mail On Sunday

We creatively conceived and executed a ground breaking media partnership and music cover mount between one of the worlds most successful and iconic music artists and The Mail On Sunday.