TuneUp UK

TuneUp UK is a music tour run by our client Tune Hotels, in partnership with War Child UK. The 2013 tour ran from 18-24 November with gigs in Brighton, London, Manchester and Edinburgh.  All proceeds from the events were donated to War Child UK.


We were asked develop and execute a targeted and effective strategy to access new audiences, encourage online interaction at events and build awareness of the TuneUp UK brand.


We created a successful and integrated partnership with War Child UK, PR and the bands and venues involved. We planned and directed the design of TuneUp UK related content and scripted messaging for War Child UK, the bands and other relevant accounts across the entire campaign.


To raise awareness of the events and to sell tickets in each city we ran instagram competitions, Facebook and Twitter competitions and outreached to local bloggers and influencers. All gigs were full, with over 80 music, lifestyle and travel bloggers and influential instagrammers in attendance. We visualised tweets (see pic) and generated over 650 tweets during the events, reaching 1.37 million accounts in total.


The tour was a huge success, gaining coverage in many of the UK’s leading music websites, including NME, XFM, London Calling, This is Local London and The Upcoming, with radio coverage from XFM, All FM, BBC Manchester and 6Music


  • 657 mentions of #TuneUpUK
  • 37% increase in Twitter followers for Tune Hotels
  • 1.37 million accounts reached
  • 2.90 million timeline deliveries
  • Over 80 VIP guests invited



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