We were tasked with amplifying Wray & Nephew’s official partnership with Notting Hill Carnival amongst earned media. Our role was varied, from driving pre-event buzz to supporting crisis comms on-site, as well as the key aim of generating editorial coverage throughout.

After a two-year hiatus, this year’s Notting Hill Carnival was highly anticipated, and for the first time Carnival favourite Wray & Nephew was playing an official part of the celebrations.

Whilst driving revellers to the Wray stage with listings and artist interviews, we wanted to ensure the brand stayed true to its roots and embraced the local community.

We hosted a pre-carnival BBQ to celebrate the return of Carnival post covid, at legendary Notting Hill hotspot, The Tabernacle. The event welcomed members of the community as well as press and influencers and was designed to hero local Jamaican culture and the history of Carnival.

On the day, we hosted an array of media and influencers at the Wray stage, where they enjoyed a VIP immersive brand experience. We captured lifestyle shots of the event which we made available to our media attendees whilst pitching far and wide to drive coverage.

Each stage of the journey was leveraged for coverage, from the media hosted at the warm-up party (ten in attendance) to those attending on-site.

The partnership announcement was placed exclusively in Key music titles such as Verge and Clash, ahead of consistent coverage across listings, national consumer titles, and culture/lifestyle titles in the run up. Timeout, ELLE UK, Sheerluxe, SL Man and Grazia UK preceded live event coverage on BBC London and i.