Challenge
Launching the first-ever SXSW London edition with a unique European identity
To launch the first-ever SXSW London edition while establishing a distinct European identity for the event. With the festival taking place in London, the objective was to engage audiences across key European cities — including Madrid, Milan, Copenhagen, Paris, Stockholm, Barcelona, Berlin and Amsterdam — and drive attendance from those regions.
The target was to secure 5,000 pre-registrations. A key challenge was to manage perceptions and avoid negative comparisons to the Austin edition, particularly around concerns about commercial sponsorship.
How
A strategic roll-out of news and media engagements
We delivered a carefully phased PR campaign across broadcast, print, online and social platforms. Key coverage was secured in The Guardian, City AM, BBC, Evening Standard and Music Week, helping to build a positive media narrative.
Media engagements were tightly controlled, with the SXSW London MD positioned only in top-tier, high-impact interviews. We prioritised brand protection, developing a comprehensive Q&A and messaging house to prepare spokespeople for potential issues and challenging questions.
Results
A strategic roll-out of news was planned across broadcast, print, online and socials with key pieces set up
80M+ opportunities to see, with a predominantly positive or neutral media tone
4,000 pre-registrations in the first 24 hours
200+ coverage pieces across the UK, Spain, Sweden, Germany, Netherlands, Denmark, Greece, Switzerland and the U.S.
Coverage highlights include: The Guardian, BBC 6 Music, BBC Radio 2, Sky News, BBC Radio London, Evening Standard, Financial Times, Daily Mail, City AM, NME, Music Week, CLASH, Independent
80M+
opportunities to see
4,000
pre-registrations in the first 24 hours
200+
coverage pieces across UK, Spain, Sweden, Germany, Netherlands, Denmark, Greece, Switzerland and U.S