Clients

The Genesis Foundation is a UK-based charity created by John Studzinski in January 2001 to support emerging artists. Genesis works in partnership with institutions such as the Young Vic, the Royal Court Theatre, the Royal College of Arts, LAMDA and others mainly to create long-term projects with specific goals that help support and develop the talents of emerging professionals.

Albion Media’s work for The Genesis Foundation covers general consultancy, PR, marketing, website maintenance and event management.

Case study:

Albion Media client for:

• Public relations
• Concert marketing
• CD marketing
• Website
• Event Planning
• General Consulting

THE BRIEF TO ALBION MEDIA
Albion Media’s relationship with the Genesis Foundation began when the agency was appointed to publicise and market a concert  which took place at Westminster Cathedral in June 2008. The concert –three commissions by the Genesis Foundation from Roxanna Panufnik (whose Westminster Mass, commissioned by John Studzinski, was premiered in Westminster Cathedral in 1998), Will Todd and James Macmillan. Following the success of the campaigns for the concert, Albion Media undertook the marketing of the related CD, which subsequently appeared on Coro, the Sixteen’s record label.  Albion Media’s brief has now expanded to include a complete re-writing and re-design of the Foundation’s website that it now maintains and promotes; event management of the unveiling of Chris Levine’s Genesis commission ‘Light’ that included performances from Harry Christophers and The Sixteen; PR for the Foundation and its recipients and general consultancy.

APPROACH and ACHIEVEMENTS
Albion Media’s publicity campaign for the Westminster Cathedral concert resulted in a capacity audience in one of the UK’s largest ecclesiastical buildings. Applying considerable creativity to marketing the Sixteen’s subsequent CD of the works, Albion Media took a grassroots approach to both traditional and online activities, establishing contact with Catholic communities and priests and distributing promotional flyers and sample CDs to raise awareness and create interest. The marketing campaign focused on promoting direct sales from the Sixteen’s website, which reached record levels. In 2009 the Sixteen were named Artist of the Year at the Classic FM Gramophone Awards.

Albion Media’s work on the Genesis Foundation’s website has seen a total overhaul of the site resulting in a significant increase of visitors. Albion Media’s PR work has included announcing the second scholarship for a young dancer to train at the Bolshoi that included TV, national newspaper and radio appearances. The annual event organized by Albion Media in June 2010 was a huge success requiring the organization of every aspect from venue hire, catering and all the various requirements of the artists that were performing. Albion Media is currently working on the Genesis Foundation’s 10th anniversary event at the Royal Court Theatre in January 2011.