Camerata Nordica at the BBC Proms

CAMERATA NORDICA

BBC PROMS DEBUT AND WORLD PREMIERE OF BENJAMIN BRITTEN’S ELEGY FOR STRINGS DURING HIS CENTENARY YEAR

Founded in 1974, Camerata Nordica is Sweden’s leading international camerata ensemble comprising 15 to 20 top musicians from the Nordic countries and other parts of the world. The ensemble is based in the beautiful county of Kalmar, on the Baltic Coast of Sweden, and led by the distinguished Norwegian violinist and Music Director Terje Tønnesen since 1997. Camerata Nordica comes together several times per year to perform in Sweden and abroad. True to the unique camerata style, the musicians perform without a conductor, standing in a close group formation, which directly communicates their rapport and seriousness of purpose to the audience. Camerata Nordica tours regularly in Scandinavia and in other European countries, South America and the United States. The ensemble receives support from the Swedish Arts Council and The Regional Council in Kalmar County.”

BRIEF
Camerata Nordica chose From Sweden Productions to manage PR and promotion as well as sponsors for its BBC Proms debut and Benjamin Britten world premiere at Cadogan Hall on 31 August, 2013, and the subsequent international tour in four countries including a guest performance at Musikaliska in Stockholm on 7 September.”
The promotional campaign also included social media management, in relation to the tour, and to integrate that as a vital part of the overall strategy.

STRATEGY
The PR and Marketing campaign aimed to raise awareness of Camerata Nordica’s Proms debut both through the UK and Swedish media and strengthen the brand internationally. Although the BBC Proms is a prestigious festival, it is not known by the mainstream population in Sweden the same way that it is in Britain. Hence, two different approaches had to be employed. In the UK, emphasis was placed on the fact that Camerata Nordica would perform a world premiere of Benjamin Britten’s Elegy for Strings during his centenary year, and in Sweden the communication highlighted that a regional Swedish ensemble had been given the honour of performing at the world’s largest classical music festival. Part of the UK outreach also involved targeting the Anglo-Swedish community in London who would have an interest in the event.

RESULTS

UK
Media coverage for Camerata Nordica was secured in important specialist titles, such as Gramophone, Classical Music Magazine and The Strad. Key features were also placed in the largest outlets read by London-based Swedes: Scan Magazine and The Link. Critics from UK national newspapers, The Independent and The Daily Telegraph attended the concert and the reviews ran the following week along with reviews on Classical Music online and various other outlets.

The concert was broadcast live on BBC Radio 3, with an estimated 2,3 million listeners, with replays the week after.

SWEDEN
In Sweden, news of Camerata Nordica’s Proms achievement and guest performance at Musikaliska was picked up across all media. Regional news outlets in Camerata’s home town wrote numerous pieces on the ensemble from April all the way through until September. National newspaper Dagens Nyheter wrote a piece on the BBC Proms announcement in April, GöteborgsPosten published an interview with one of the musicians leading up to the Proms in August, and Expressen ran a very favorable review of the pre-concert in Algustrum. Although Östersjöfestivalen in Sweden coincided with PR outreach on behalf of Camerata Nordica, coverage was still obtained in crucial broadcast outlet SR P1 Kulturnytt and the ensemble was also mentioned on Kulturnyheterna on SVT Sydnytt. Furthermore, rounding up a very effective PR campaign, both national newspapers Dagens Nyheter and Svenska Dagbladet sent critics to the concert at Musikaliska and ran their reviews the next day.

ADVERTISING VALUE
Although it is not possible to estimate the Advertising Value Equivalency (AVE) on every item of news coverage, especially not for online media, a conservative calculation indicates that the overall campaign generated an AVE of £217,00 (2,208,000 SEK)

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“The Britten centenary can’t have produced finer recorded performances than these, with wonderful dynamic shading, bombproof tuning and real drama. 5 stars.”

– BBC Music Magazine, November 2013.