Case Study: The Salvation Army celebrates John Lennon’s famous piano launch with Creative Concern

The Salvation Army secures 200 stories and coverage in 14 countries with Creative Concern

The Salvation Army faced the challenge of promoting the arrival of John Lennon's 'Imagine' piano to the Strawberry Field exhibition in Liverpool. They enlisted the vendor Creative Concern to handle the public relations and marketing for this significant cultural event.

Creative Concern implemented a comprehensive PR and social media campaign. This included producing promotional films, commissioning photography, coordinating with media crews, and securing international coverage. The vendor's efforts resulted in the story being featured in over 200 articles across fourteen countries, successfully marking the piano's arrival for John Lennon's 80th birthday.

The Salvation Army