DEFYING ALL ODDS IN 202O
ABOUT
Virgin Money Unity Arena was the UK's first socially-distanced events venue, created in partnership with SSD Concerts and located in Gosforth Park, Newcastle.
The project was initiated in response to the COVID-19 pandemic, which halted live events worldwide. The outdoor arena provides a safe and innovative way for audiences to enjoy live shows, while adhering to social distancing guidelines.
WHAT WE DID
We were tasked with creating a line-up, suitable for an LGBTQIA+ audience. Responsible for contracting, tour management and creating a full marketing campaign for "Summer Mania" on Aug 28 2020.
This included creating bespoke poster artwork, a digital and social media campaign with original assets and graphics and hyperlocal distribution.
WHAT HAPPENED
Atomic Kitten and RuPaul's Drag Race stars The Vivienne, Baga Chipz, Divina de Campo, and Danny Beard sold out a show amidst the COVID-19 pandemic, despite the odds stacked against them.
The event gained worldwide attention from mainstream media outlets like BBC, Rolling Stone, and The Guardian, resulting in positive reviews.
WHAT THE PRESS SAID
Click logos to read articles in full.
Attendees were guided by staff to their own private viewing area, remaining two metres away from other guests.
RuPaul's Drag Race UK Season 1 winner, The Vivienne, performing at "Summer Mania".
