Work / BRIT Awards 2021 for BRIT Awards Limited

BRITs 2021, Dua Lipa Performance
The Brief

The 2021 BRIT Awards was the first government test event in the UK held as part of the governments Events Research Programme. Our brief was to run broadcast PR for this global event within covid guidelines, implementing a significant reduction in media onsite without impacting on overall coverage.

What We Did

Given this was the first government test event there was a lot of interest in the ceremony and how COVID measures would be implemented. We worked closely with the BPI and O2 Arena to source relevant spokespeople such as a venue spokesperson, scientists and the Department for Digital, Culture, Media and Sport spokespeople. This led to clear and positive widespread broadcast coverage utilising the appropriate talking heads.

The amount of media allowed onsite was reduced dramatically by 90% so we negotiated pool TV access from attending broadcast outlets, something that had never happened before at the BRITs. This meant that even though only a handful of crews were able to attend all broadcasters still had access to the red carpet and winners interviews.

This was our most successful BRIT Awards campaign to date with more broadcast coverage than ever before.

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What we achieved

4.3 billion

4.3 billion audience reach

£58 million

£58 million PR value


ROI + 322,000% based on PR Value


18,755 pieces of coverage

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The BRIT Awards 2021 was one of our toughest years yet. LD embraced the ever changing brief as government regulators dealt with Covid. it was important for the BRITs and LD to bring the media into a safe (first and foremost) indoor environment and deliver a show the nation would be proud of. They meticulously managed to massively reduce the amount of media onsite whilst not impacting on the coverage of the event at all. Their attention to detail reaps rewards. They delivered all the glamour of the BRITs, whilst showing the world a covid safe event through scientists, venue spokespeople and artists was nimbly handled.

Maggie Crowe OBE, Director of Events & Charities, BPI

It was It was a real honour to do the broadcast PR for the very first government test event and play a small part in getting the event industry back on track after a very difficult year. Broadcast media were absolutely thrilled that the BRITs was able to take place and the coverage certainly reflected that.

Emma Elwood, Director, LD Communications
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