We developed a multi part strategy to help launch Hurts' second studio album, Exile.

Our first task was to re-engage key music journalists and bloggers who had written positively about the band's first album "Happiness".

Secondly, we were asked to develop an innovative way to encourage people to discover the album once it had been released, via the press.

We began by engaging the journalists in a narrative, sending them a series of mysterious packages which ultimately lead them to participate, from visiting their local dry cleaners to unwittingly taking part in an immersive theatre experience in a secret room at a Hurts gig – where they were all indoctrinated into a cult.

Throughout the process, we gained high quality coverage in the music press and social media.

We concluded the campaign by launching an innovative voice controlled iOS app that allowed fans to experience a ‘virtual immersive theatre experience’ similar to the one the journalists went through in real life. The app also allowed the public to hear music from the new album whilst engaging with the narrative.

Targeting high profile individuals in the music world was essential to the campaign, having them create their own stories around the activity, reaching out to their audience and keeping them hooked until all was revealed. The creative and innovative approach and attention to detail was crucial in earning the media and keeping all those involved continually active with the content and message.

Journalists received a cassette player through the post and instructions to keep it handy.

Next, a mysterious letter arrived from Russia, written using lyrics from last album and signed, an admirer.

The letters contained tickets for local dry cleaners, as they had said goodbye in the rain and the admirer was now returning the borrowed jacket.


Journalists visited their cleaner and received a tuxedo jacket.

In the pocket, a gold tape.

Attached, a Polaroid of themselves wearing the jacket alongside the admirer and date/venue of a forthcoming gig.

The tape contained the new album.

Next we delivered Russian dolls. The smallest doll was a necklace. Journalists were asked to wear it for gig entry.

Upon arrival they were led to VIP bar, actually - a secret room with immersive theatre experience, indoctrinating them into a cult.

They were then given a 'prayer' book containing album lyrics, and led out to watch the band.

The app was then released so public could experience story and hear music.

From 14 journalists targeted, 12 told the story via social media within hours of receiving the first piece of post.

These mentions increased as the weeks went on including 3 full articles from prominent site PopJustice.

This caused a frenzy of activity from fans, resulting in thousands of direct shares on social media.

With the release of the iOS app (named in the Guardian's 30 best apps that week), coverage spread of the campaign as a whole.

During a campaign of little radio play / UK touring, we contributed to a Top #10 chart position in 22 countries.

"Perhaps the most amazing promotional item in modern times. The Hurts dinner jacket and personalised gold cassette."

Rob Fitzpatrick, The Guardian

"We've had a lot of fun trying to work out who sent me this! I've got a dapper dinner jacket too. Thanks HURTS!"

Tim Noakes, Editor, Dazed & Confused

"well done Hurts' pr people - you're smashing this campaign"

Oliver Primus, Editor, The 405