The Prinses Christina Concours (PCC), an annual competition promoting classical music, jazz and composition among young people, celebrated its fiftieth anniversary in 2017. An important part of this celebration was an anniversary concert. The PCC was keen on attracting national media attention for the concert and the anniversary. This struck a chord at LVTPR.
To define PCC’s stories, we started with a messaging and positioning session. We talked extensively with the new PCC director and various employees to identify stories for different target groups. It is our experience that the best stories are hidden behind an organisation’s standard sales pitch.
Among others, it became clear during the session, that classical music and jazz are considered elite by many, while the music at the PCC is meant for everybody. Based on this notion, we developed several relevant storylines for the media, that we used for our press lobby. Obviously, we wanted to create as much media attention as possible for the Prinses Christina Concours and its anniversary.
Thanks to the messaging session a strong foundation was created for consistent and targeted storytelling for the new director. These stories and our press lobby led to coverage in the national dailies as well as on NOS, RTL Nieuws, NRC and Reformatorisch Dagblad.