MTN Joyous Celebration
MTN has been a part of Joyous Celebration for many years. This gospel music extravaganza presents revamped traditional and contemporary spiritual hymns and original compositions. They are a multi-award-winning gospel project that has produced dynamic singers and musicians, whose work has been felt the world over.
Over the years MTN has used this property to bring gospel lovers and consumers closer to their passions of this music genre. They have rewarded fans and consumers with inspirational prizes that include taking them to international music and lifestyle shows, in addition to financial rewards aimed at improving their lives.
Last year, MTN launched a campaign to help the founders of Joyous Celebration to find new talent to add to the ensemble. This talent search was executed wholly digitally and required a robust PR approach – targeting media consumed by gospel fans.
What was executed
In addition to curating and issuing media with content announcing the various initiatives around the MTN Joyous Celebration property, TGPR, in partnership with sister agency EXP, worked closely with cast members who fulfilled the role of ambassadors, sharing MTN specific messages on traditional and social media platforms. In addition, TGPR executed regular media house roadshows – virtual and physical, providing cast members and MTN brand representatives the opportunities and platforms to continue to profile the MTN/ Joyous Celebration partnership and initiatives on an ongoing basis.
The media coverage continues to grow steadily, demonstrating the effectiveness of working with brand ambassadors to support brand messages as well as the introduction of a campaign that resonates with fans of the music powerhouse.