Case · PR · Music
Luger
Sole responsibility for PR and marketing at Luger, part of Live Nation.
- Client
- Luger (Live Nation)
- Period
- 2025
- Services
- PR, marketing
- Role
- Sole responsibility
The task
I was solely responsible for press and marketing for shows at venues including Royal Arena and Parken and at festivals, most weeks with up to ten international shows running at once. Ticket sales had to happen in a short window, so the ads had to work from day one.
My contribution
I did everything from content to marketing plans for artists such as Raye, Minds of 99, Andreas Odbjerg, HUGORM and Pil, ran Meta Ads with ticket sales as the goal and wrote press releases. I handled contact with journalists and social media for artists including Pil, Kind mod Kind, School of X, Simon Kvamm and Andreas Odbjerg. Wads' debut concert at Pumpehuset sold out quickly, and Simon Kvamm's tour "Alle Sangene" (38 concerts, 12,200 tickets) sold out within hours.
How it came together
I start with what the customer encounters and build from there. Choices and trade-offs are written down along the way, so the work can be explained afterwards.
Result
Sold-out shows at venues including Royal Arena and Pumpehuset.