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Commissioned by The Beatles Story and gifted to Liverpool, a new peace monument, Peace And Harmony, was installed in Liverpool on October 9 2010 – John Lennon’s seventieth birthday. We were tasked with creating a global PR campaign around the unveiling event to include a live media launch event, generating international news coverage to ensure that Liverpool became the focus of Lennon’s legacy.

We began with a launch release and ‘save the date’, giving succinct information without revealing the monument’s appearance. The buzz was also built up by gradual seeding through social media. In September 2010, a live Twitter feed was announced, using the hash tag #LENNONPM2010. The Beatles Story has thousands of followers cultivated by Creative Concern and we wanted them to share the excitement. A formal announcement release was issued to world media. The Times and The Liverpool Echo were granted exclusive behind the scenes coverage.

The event was a huge success and given extra kudos with the attendance of Julian and Cynthia Lennon.

We secured pre and post event coverage all around the world – Argentina, Australia, Canada, China, France, Germany, Greece, India, Indonesia, Ireland, Israel, Italy, Malaysia, Pago, American Samoa, Phillipines, Poland, New Zealand, Russia, Singapore, Thailand, the UK and United States.