DSC JAIPUR Promo, Case study JAIPUR 2010

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Released July 2010

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: DSC JAIPUR
Associate Vice President: Atanu Dutta (Hanmer MS&L, India (Delhi))
Senior Consultant: Imtiaz Alam (Hanmer MS&L, India (Delhi))
Associate Consultant: Priyanka Singh (Hanmer MS&L, India (Delhi))
Associate Consultant: Rashi Mehrotra (Hanmer MS&L, India (Delhi))
Media placement: MEDIA RELATIONS KICK OFF - N/A - 1ST JUNE 2009

Summary of the Campaign

The DSC Jaipur Literature Festival started five years ago, gathering 18 authors, and drawing a crowd of just 100 people. Gradually the numbers grew thanks to word of mouth, and in 2009, as many as 160 authors attended. 2010 was to be different though: - Firstly, the organisers wanted to dispel the image of the Jaipur festival as an elite-only event (a perception based on the celebrity status of many of the authors) and instead remind the public of the festival’s strong commitment to promoting local-language literature. - Secondly, the goal was to get the Jaipur festival firmly established on the regional and indeed global literary map. The strategy was two-fold: to invite Dalit (what were once called ‘Untouchable’) writers from India and secure widespread media interviews, and at the same time to profile international award-winning authors as ambassadors of an important and emerging global literary event. The results? In 2010, the number of media attending increased by 82%, with the media coverage generated increasing by 194%. Attendance doubled and Tina Brown, of Vanity Fair and The New Yorker fame proclaimed Jaipur ‘The Greatest literary Show on Earth’.

The Goal
The ultimate goal for the campaign was an increased regional and indeed global profile for the event, at the same time ‘correcting’ perceptions of the event as elitist. By and large, the target audience was national, regional and international media who would be able to carry the messaging far and wide.

• Jaipur 2010 played host to 220 authors – including Hanif Kureishi, Louis De Bernieres and Roddy Doyle. Joining Dalit writers were a Nobel laureate, a winner of the Samuel Johnson Prize, two Booker winners and five winners of the Pulitzer prize for literature • Over 400 journalists from across the globe attended, up 82% on the previous year • ‘Jaipur Literature Festival 2010’ generated 35,000 mentions in Google search, (10,000 more than in 2009) and 5,490 mentions in google blogsearch (1,000 more than in 2009) • Media coverage value increased 194% over the previous year to 10.5 million USD, with international coverage in particular up.

Planning started six months in advance with pre-event stories placed in national and international lifestyle and travel magazines. Invitations were mailed to top editors and columnists. One-on-one interviews of festival directors with key international and national media over phone/email were actioned. And we also encouraged the journalists to blog and mention the festival on social networking sites. One-to-one interviews with Dalit writers were also organised.

The Situation
DSC Jaipur Literature Festival started in 2006 with humble beginnings – but by 2009 attendance had grown to 16,000. But that wasn’t enough for the ambitious organisers who consider Jaipur to be the rightful ‘Asian’ literary festival on the global map – putting it into direct competition with Shanghai’s international literary festival, Bali’s and Hong Kong’s. Equally, there was concern that the event was felt to be ‘elitist’, with its celebrity authors and wealthy visitors – despite the fact that the festival was founded with a not-for-profit ‘free and open to all’ ethos. This needed addressing, whilst also growing the festival’s global pull.

The Strategy

Firstly, we honed the USP of the festival: • Multiculturalism • Crème de la crème of the literary world under one roof for five days • Free, and inclusive We then sought to create compelling associations with the brand value of the festival viz. international celebrity writers, Bollywood stars and local personalities. In short, creating and leveraging brand ambassadors who would influence target literature audiences not only in Asia, but also far beyond. And finally, with the festival more inclusive of writers from all walks of life - for the first time - Dalit writers were invited to talk about their experiences and writing in 2010. And the PR strategy took this one step further by ensuring a strong focus on one-to-one media interviews with Dalit authors.