Cardiff International Festival of Music and Theatre

A sustained programme of media relations over an eighteen month period culminated in a three week Festival of musical theatre held at eighteen different venues throughout South Wales. Personal interviews with producers, stars, performers and sponsors, together with press releases, ensured a regular mention of the Festival in key local media.

Over £300,000 of media coverage was obtained by the agency. The agency has established relationships with key journalists, enabling a fast start to publicity for the 2006 Festival.

Jo Benjamin, Chief Executive, commented that: ‘Petersens’ approach was efficient and innovative and with its help we were able to get editorial publicity with hundreds of thousands of pounds. The audience increase was substantial and I believe our ability to continue to grow will be much helped by the raising of our profile in 2005.’