SXSW London

Client

SXSW

Team

Ben

Year

2024

The organisation responsible for the European edition of South by Southwest® (SXSW® – the annual Austin-based celebration of technology and creativity), which is launching in London next year, urgently needed an interim team to be put together to help take forward the pressing requirement to announce that first SXSW London would be taking place in June 2025.

Ben McKnight was recruited at short notice to be the interim Communications Director, working closely with the interim marketing, partnerships and creative leads, with an anticipated lead time of 12-15 weeks for the announcement and associated events. Ben developed a strategic comms plan for the delivery of the announcement and a longer term outline strategy running to the opening of the festival in June 2025.

The comms strategy included the recruitment of a PR agency to deliver a successful press campaign across news, music, tech and other sectors, in the UK and internationally; developing the message deck; Q&A and crisis communications map; and talking points for the incoming MD Randel Bryan. All information needed to be agreed with the team in Austin and other key partners.

Comms activity was based on a minimal amount of detail being available, with event dates, locations and programme to be announced when confirmed, but had to create a positive response in the press and amongst key figures and organisations in the creative and tech sectors. A mitigation plan was also developed to manage potential questions relating to sponsorship.

A stakeholder plan was developed to build anticipation for the imminent announcement within the creative and tech sectors, and governmental bodies including the Mayor of London’s team and to secure support and endorsements. This work included one on one briefings and meetings, as part of an active engagement strategy.

The first announcement for SXSW London was made on 8 May 2024, achieving universally positive print, broadcast and online coverage across mainstream and sector media, in the UK and internationally, including the USA and mainland Europe. Coverage and commentary included key messages and positioned SXSW London as a significant and welcome new event that would benefit the creative and tech sectors.

Testimonial:

I’ve worked with Ben on several major projects over the years, most recently the announcement that South by Southwest London will be launching in 2025. He’s a brilliant communications strategist and team leader, able to drive the successful delivery of press and PR, marketing and stakeholder functions. He’s also very committed and sensitive to the needs of audiences and the integrity of artists and creatives working in different fields. And if you want a safe pair of hands who can calmly provide advice and guidance during a crisis, Ben’s your man.

Martin Green, CBE
VP Global Live Events, TAIT