Fever

THE BRIEF

Fever is a revolutionary global platform that has changed how people discover live entertainment events since its launch in 2014.

In 2019, the brand launched its original “Candlelight Concerts” series, featuring local musicians performing in iconic venues illuminated by thousands of candles. Fever Originals – Candlelight Concerts was introduced in the UAE in 2022, and Atteline was tasked to generate public awareness through media coverage to generate excitement around the events.

To achieve this, Atteline developed a comprehensive media relations campaign targeting diverse outlets, including lifestyle, arts and culture, entertainment, and mainstream news, to maximize reach and engagement.

THE DELIVERY

We presented a comprehensive media relations strategy consisting of press release dispatches, journalist reviews, and B2C and B2B positioning to achieve the brand’s objectives: regional brand awareness, establishing authority as an entertainment industry leader, democratising access to classical music, highlighting the formats emblematic venues and growth of the Candlelight Concert format into new markets.

This approach ensured tailored messaging to cater to the different media outlets and audience interests. By doing so, Atteline was able to showcase the best of what the concerts had to offer and further generate significant media coverage for the events.

THE OUTCOME

• 100% key message penetration

• A total of 142 media attendees at Candlelight Concerts to date

• Key publications include Vogue Arabia, Lovin Dubai, What’s On Dubai, Time Out, Emirates Woman, Gulf News, GRAZIA Middle East, MOJEH, Cosmopolitan Middle East, Khaleej Times, and VILLA 88, to name a few

• A total media circulation of 468,303,288, putting the brand directly in front of a new audience/potential customers from across various demographics

• A total advertising equivalent of $ 1,631,632