Academy of Ancient Music


The Academy of Ancient Music wanted to refresh its PR strategy and raise its profile, having been the UK’s premier period music ensemble following its formation in 1973. They wanted to return to this level of prominence.

For the UK campaign, we implemented a strategy that showcased AAM on a national stage, and the press achieved included BBC television appearances, concert reviews in national press outlets and work in partnership with Barbican Centre in order to significantly increase audience figures.

Press achieved: https://bit.ly/2JFmH7X 


  • Live television performance on BBC Newsnight, with over 770,000 viewers across the UK and globally via the iPlayer app
  • Live performance on the BBC Radio 4 Today programme, which has average listening figures of 7.66 million
  • Broadcast of 23 minutes of ‘St. John Passion’ disc on BBC Radio 3, with listening figures of over 2 million
  • Regular guest interviews and performances on BBC Radio 3 In Tune
  • Highlighted concert review in The Telegraph, which has a circulation of 458,000 in the print edition and 3.5 million online
  • Concert review in the FT, which has a readership of 61,000
  • Concert review in The Times, which has a circulation of 430,000
  • Highlighted concert preview in the Sunday Times Culture Magazine, which has a readership of 1.85 million
  • Concert reviews and listings in The Guardian and weekend Guardian Guide, which have a multi-platform (digital and print) readership of 4.5 million and 1 million respectively
  • 37.5% of performances covered 9 times by national media
  • 25% of performances covered by BBC Radio 3 and 4 on 5 occasions


Press and PR