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Sainsbury's
choir of the year
Sainsbury’s approached
Kallaway to create
a corporate communications
programme that reflected
its brand values of
inclusiveness and
excellence, provided
opportunities for
staff involvement,
addressed an identifiable
need in the arts and
supported the communities
in which Sainsbury’s
trades.
Kallaway collaborated
with the BBC to create
Sainsbury’s Choir
of the Year –
the largest choral
competition in Europe.
Kallaway were responsible
for all elements of
event management and
promotion. This involved
the set up and management
of 13 audition days
held all over the
UK, four category
finals held at The
Lowry Centre, Salford
and the grand final,
held at the Royal
Albert Hall. Kallaway
produced all branded
print and merchandise
eg. entry form, programmes,
promotional flyers
and t-shirts as well
as management of the
competition website.
Choir of the Year
has become the UK’s
largest amateur choral
competition generating
BBC TV audiences of
over 20 million since
1984. The last competition involved
over 13,000 competitors
and live audiences
of almost 20,000 people.
The competition generated
blanket coverage in
the music press as
well as features, reviews, profiles
and listings in national, regional
and international
press radio and television. The
year 2002 competition
generated 1,094 media
items,including 29 national
cuttings and 31 radio
programmes. Total cuttings
since 1984 number
over 12,000. |
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"Kallaway’s
expertise in
their field
was invaluable
when developing
new arts projects, in
particular with
regard to the
‘flagship’of
the programme, Sainsbury’s
Choir of the
Year, our first
and most enduringly
successful Arts
Sponsorship.
Under their
management, this
event became
Britain’s
largest amateur
music-making competition. The
Kallaway team
have always
dealt efficiently
with the not
inconsiderable
logistics of
such an event."
Jan Shawe,
Director of
Corporate Relations,
J Sainsbury
plc |
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"The
relationship
is faithful
and astonishingly fruitful. Sainsbury’s
Choir of the
Year is a genuine
company initiative."
The Observer |
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