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Alex James performing on bass with a full orchestra under purple stage lighting on the Britpop Classical tour.
CASE STUDY · DIGITAL PR

Britpop, reimagined: taking Alex James’ Classical tour national °

A six-month national campaign for Alex James’ Britpop Classical tour, landing 104 pieces of coverage and an estimated 5.95 million reach.

  • Digital PR
  • National Media
  • Broadcast
  • Music
Client
Alex James
Service
Digital PR
Sector
Music
The Results

104 pieces of coverage, 5.95 million reached.

  • 104 pieces of coverage
  • 58 national hits
  • 5.95M estimated reach
  • £2.35M estimated media value

The Brief

When a Britpop icon reworks the genre’s biggest anthems with a full orchestra, the story half-writes itself. Getting it in front of the whole country is the job.

The Campaign

We ran a six-month campaign for the 2025 and 2026 UK Britpop Classical tour with Alex James, built across three phases: announcement, profile-building and launch. The plan was blanket coverage. That’s what landed.

Alex turned up everywhere from flagship TV sofas to the UK’s biggest music titles: BBC One’s The One Show, Channel 4 and ITV, features in The Guardian and NME, and airtime on Virgin Radio and BBC 6 Music. The Daily Mirror got involved too.

The Results

The result: 104 pieces of confirmed coverage, split 58 national and 46 regional, reaching an estimated 5.95 million people and worth around £2.35 million in media value.

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