The Brief:

Pukka Up is an international clubbing brand, known for its infamous boat parties in Ibiza and across Europe. It sails over 100 boats every summer, each one followed by an after party at superclubs like Pacha and Amnesia. Sliding Doors has been hired since 2013 to manage the Europe-wide press campaign for Pukka Up Ibiza, to handle print and online media in Ibiza and the UK, across music, lifestyle, and national newspapers. We are tasked to deliver high impact coverage to promote the events, convey Pukka Up’s evolving campaign messages and event themes, and to ultimately drive ticket sales through positive media coverage.

What We Did:

Drawing on our extensive experience PR’ing club nights in Ibiza, we meticulously planned a PR schedule for each element of the Pukka Up Ibiza season. We launched to our targeted media list at the most opportune moments to ensure the highest visibility for exclusive news announcements, tickets going on sale, one-off events, special guest DJ appearances and clothing brand launches. We worked hard to secure space in competitive ‘Ibiza Club Guides’ and targeted reader competition placements worth thousands of pounds. The strategy included creatively generating a story bank of pitches to appeal to specific lifestyle and national media, with the aim of securing high impact, high value coverage.

What We Achieved:

Our Pukka Up press campaigns have reached millions of targeted consumers. We secured Pukka Up branded, double page spreads in the Daily Star, reviews, DJ interviews, and a front cover on the Daily Star Ibiza supplement. We scored a six page feature in FHM, lead coverage in Mixmag and DJ Mag Ibiza, and we successfully placed competitions with LOOK, Nuts, and The Sun. Pukka Up has consistently been featured by on-island press outlets, Ibiza Spotlight, Addicted to Ibiza and The Ibizan where its brand messages, be it ‘Ibiza Loves Me’ or ‘Think Boat Party, Think Pukka Up’ have been continuously featured in a positive light. The Sliding Doors campaign has been successful in raising brand profile, getting relevant news to media and end consumers, and in pushing the key brand messages for each Ibiza season. Pukka Up has enjoyed sell out boats on a weekly basis throughout the summer campaign period.