3 months before launch, Platform13 was engaged by Tour de Moon (part of Unboxed: Creativity in the UK) as its Communications and Marketing Partner to drive both awareness and traffic for this ambitious nationwide project , celebrating nightlife and youth counterculture in all its forms.
Tour de Moon, created by the powerhouse that is Dr. Nelly Ben Hayoun, (founder of the charity and postgraduate University of the Underground and NASA’s International Space Orchestra), is a direct response to the current world we live in, where history is unfortunately repeating itself. The project invites you to explore radical imagination through the lenses of STEAM and nightlife culture to create new, alternate futures.
We needed to translate Tour de Moon’s powerful reason for being, its thought provoking creative, the eight strands of programming including a series of partnerships with NASA SSERVI, Natural History Museum and WeTransfer which made up this one of a kind festival. All in a way that was easy for the target audience of 18-25 year olds to understand.
Our campaign: IT’S TIME…… hit OOH and key sites across the 3 main weekender cities and London (including a special UV billboard that came alive at night), supported by nationwide and regional PR, a series of media partnerships with audience relevant titles such as Pink News, CRACK, It’s Nice That, BRICKS, Dummy, Resident Advisor and Guap, and full responsibility for all socials and newsletters, including planning, event coverage and copywriting.