Delivering EuroFestival, as part of Eurovision

EuroFestival was a unique, never-before-seen cultural festival which took over Liverpool in the run-up to Eurovision. The festival presented 24 commissions to the world - 19 of which were collaborative projects between UK and Ukrainian artists, showcasing the uniting power of music and art.

The Brief

In March, Carousel was appointed to join the EuroFestival team to promote a city-wide programme of art, music, culture and entertainment as part of Eurovision. With 24 commissions bringing together the very best of Ukrainian and UK creativity, including the stunning Soloveiko Songbird trail throughout the city, Protect the Beats, Welcome to Eurotopia, the Blue and Yellow Submarine Parade, English National Opera does Eurovision, Jamala and Storyville Live, as well as an enormous Eurovision Village with live music stage at Liverpool’s Pier Head.

Carousel was tasked to generate widespread coverage for all of the commissions including international coverage across US, German, Spanish, French and Italian markets, as well as handling on-site press and accreditation at the Eurovision Village.

Our Response

To officially announce EuroFestival to the world, Carousel pulled together press materials which revealed the details of the commissions arriving in Liverpool. These materials were distributed across national, international, regional and broadcast media to drive maximum awareness for the initial programme. Carousel then invited press to the launch event for the festival at the British Music Experience (highlight press attendance included; PA, Evening Standard, The Independent, The Guardian, The Daily Telegraph and BBC North West Tonight).

To drive international coverage, Carousel translated the press material for Spanish, French, Italian and German press and distributed to the markets with highlight coverage including Al Jazeera Media, Le Journal, Stylist.IT and Feature Story News.

In April, Carousel also invited press to an exclusive press preview for the Izyum to Liverpool commission with highlight attendance from ITV National News, BBC News, PA Media, Big Issue, Baur Radio, BBC Radio Merseyside, Liverpool Echo and The Guide Liverpool. Carousel also maximised exposure for the other commissions on this day through opportunities with Sky News and ITV News.

From 5th to 13th May, Carousel also operated an on-site press office at the Eurovision Village at Pier Head, distributing daily image highlights to national and international media, as well as organising multiple artist interviews with top tier media. Highlight coverage secured for Eurovision Village included the New York Times, New Statesman, all national UK media, BBC Breakfast, BBC Radio 5 Live, BBC Radio 4 Front Row and BBC News.

Over 2.6k
Pieces of coverage secured
Over 360
Pieces of international coverage secured
Over 180
Pieces of broadcast coverage secured
"It was a joy to work with a Carousel – managing communications around Eurovision was a mammoth task to undertake, but when they were brought into the team they hit the ground running and secured some incredible media coverage - nationally and internationally. Their onsite media management was second-to-none and with hundreds of media accredited in the Eurovision Village, they took it all in their stride, delivering on a daily basis. A friendly team with a can-do attitude, they helped contribute to the incredible coverage generated and the reputation Liverpool has now garnered as the best Eurovision Host City ever."
Sarah Latcham, Communications Manager, Eurovision Host City Liverpool

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