Levi's® has always had a great interest in music, and that is why every year they sponsor a number of European tours of bands and/or singers with an international reputation. Aptitudes, being the Brand PR Agency of Levi's® Belgium (since 1996), is responsible for the press communication of these events. The operations usually take place during the artists' concert in Belgium.
Stratégie / Concept
Aptitudes takes care of the communication towards the music journalists (press release + personal invitation to the concert for about 15 journalists), as well as towards other business relations (designers, VIP's, etc.). In collaboration with the record company Aptitudes organizes a "Meet and greet" and/or an "After Party": the journalists can meet the artist(s) and/or have a drink at a party after the concert. Aptitudes promotes these events by collaborating with, amongst others, the "promotional" division of all kinds of medias: press, radio, television and Internet (exchanging space or other actions).
Radio + written press + TV + internet (e-zines).