the brief
To raise awareness among target audiences and encourage sales of 'Dance Anthems Classics' - a triple CD album by Radio 1's DJ Dave Pearce and published by Ministry of Sound.

the solution
Key national newspapers, magazines and online media were provided with review copies, interviews were placed in key national media such as The Sun, with competitions running in lifestyle media like Zoo Weekly. The launch was supported by a UK tour, allowing for interviews and album competitions to be placed in more than a dozen regional UK daily newspapers.

the result
Widespread media uptake resulted in sales of the album exceeding expectations, entering the charts at No.5 on week of release and remaining in the Top Ten for eight weeks.