“Dig Out Your Soul”: NYC & Company + Oasis Project

To help drive increased tourism and economic impact for NYC & Company while helping Oasis launch a new album, we showcased NYC as the most creative City in the world through an innovative project featuring NY buskers (subway performers).

As VP, Marketing for NYC Tourism, I led this project with our creative agency, BBH and Warner Music to create the first ever live “reverse album launch.” Subway musicians were given the music and lyrics to Oasis' not yet released album and performed their renditions at NY subway stops across the City for the public and band members. Directed by the Malloy brothers, we filmed a feature length documentary with NYC as the backdrop. The success of "Oasis Dig Out Your Soul" was a result of the totally integrated nature of the campaign and the innovative use of social media.

Oasis fans were able to find the live performances of the street musicians thanks to a special page on the NYC & Company website that used Google Maps and Earth to track where the performances were happening in the city. 

NYC and Oasis received global headlines and we helped create a winning innovative album launch for Warner Music.

Key Impacts

“Dig Out Your Soul” became a pop culture moment.

Oasis album launched at #1 in the UK and #5 in the US, making it the most successful album launch for the band.

The campaign earned top marketing and innovation awards: Cannes Titanium Lion, The Grandy Award, the Next Award from the AICP, Gold Pencil from the One Show, a Gold Lion in the Outdoor category and a Silver Film Lion.

Services

Strategy, Creative Development, Production, Activation, Partnership Development, Social Media, Website Development