Ethnic Communications Strategy for O2

• Entire Ethnic Communications campaign devised and delivered by JCPR
• Mainstream activity focussed on nationwide sponsorship of Asian Melas; Early Adopter initiative led by Changing Faces O2 - an interactive exhibition exploring the cultural impact of second and third generation Asians in the UK
• Media coverage to date (over 145 items) includes strong photographic presence over five days in The Independent.
• DPS in The Guardian; full page in The Metro; a five-minute slot on BBC TV; extensive radio; and blanket news and feature coverage in Asian and Listings titles
• Media value currently being quantified
• Attendance/ audience figures also tbc - early data includes 512,000 event participants plus cumulative readership figure of 27.4 million