Crusty Demons Re-Brand and Tour

Background: Under the expert direction of Dainty Consolidated Entertainment the Crusty Demons brand was re-born. Fluid PR was appointed as marketing and publicity consultants for the Thirst 4 Destruction tour, a role that included the overhaul of the brand’s entire look and feel.

Goal: To reach a dedicated existing audience and broaden the appeal of the Crusty Demons live shows to a more mainstream demographic, while successfully updating the brand’s identity to reflect the progressive nature of action sports.

Strategy: Fluid PR undertook a review of the existing brand before evaluating each element of the marketing and publicity mix and allocating budget where required. The broad strategy was


Fluid PR negotiated significant additional marketing in-kind (MIK) which doubled the overall marketing exposure and ensured the campaign reached 16.5million people.

To complement the substantial marketing campaign a strategic publicity campaign was developed to generate considerable editorial coverage across key media.

Over $2.4million worth of coverage was generated reaching in excess of 15.1 million people.

Some of the key highlights included: A Current Affair, Today Show, Melbourne Footy Show, Thursday Night Live, SMH Sport & Style, Q Weekend Magazine, Woman’s Day, Zoo Magazine, Sunday Telegraph.

As well as traditional media coverage and a host of radio and television news coverage the tour also transcended its traditional location within mainstream daily newspapers to feature in the News, Sport and Entertainment sections of the Daily Telegraph, Herald Sun, Adelaide Advertiser, Courier Mail and Sunday Times.

The aim of the marketing campaign was to launch and drive ticket sales for the tour and appeal to a much broader audience whilst still retaining the core Crusty fan base.

New logo and branding – A new logo was developed for the Crusty Demons brand and the marketing materials reflected a softer more appealing design.

Target audience- The marketing campaign primarily targeted men aged between 18-40 with a secondary target market of families. Target audiences were pursued through a wide range of mainstream media including print, radio television, outdoor and online.

Fluid PR formed media partnerships with News Ltd, the Nine network and Nova and leveraged the relationships to achieve the additional exposure.

© 2013 Fluid Public Relations.
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