National Symphony Orchestra of Ukraine
National and local PR campaign
for the 2023 UK tour
We led the national PR campaign for the orchestra’s first tour to the UK in over 20 years – designed as a way to showcase Ukrainian culture and keep the conflict high in the UK consciousness.
We designed and coordinated activity across all 17 venues to maximise impact, drive ticket sales and support fundraising for the orchestra.
The national ‘on sale’ ticket launch in October 2022 was supported with national and local media relations, social media activity and political engagement.
In the lead-up to the tour in autumn 2023, we continued to build momentum with carefully pitched stories and media interviews. We supported two journalists to Kyiv to interview the orchestra in their home city.
During the three-week tour, we secured a reception at the Houses of Parliament at the invitation of Commons Speaker, Sir Lindsay Hoyle – where the musicians gave their first ever Westminster performance in the orchestra’s 100-year history – and a welcome to the UK event with a reception and traditional English afternoon tea in Bath.
The tour resulted in extensive regional, national and even international media coverage, including BBC Breakfast, R3, Times Radio, The Times, The Guardian, BBC Music Magazine and The New European. The campaign was also highlighted as an example of ‘PR for good’ in PRWeek UK. The orchestra declared it their best tour ever.