BTS, an acronym of Bangtan Sonyeondan or ‘Beyond the Scene’, is a South Korean boyband that has been capturing the hearts of millions of fans globally since their debut in June 2013. The members of BTS are RM, Jin, SUGA, J-Hope, Jimin, V, and Jung Kook. Gaining recognition from their authentic, self-produced music and top-notch performances, to the way they interact with their fans, the band has established themselves as global superstars, breaking countless records. While imparting a positive influence through activities such the ‘LOVE MYSELF’ campaign and the UN ‘Speak Yourself’ speech, BTS has mobilised millions of fans across the world (named ARMY), topped prominent must charts, sold out worldwide tours including stadiums, and been named in the ‘TIME 100: The Most Influential People of 2019’. The band has also been recognized with numerous prestigious awards such as the Billboard Music Awards and American Music Awards.
Katch was tasked with handling the integrated communications for BTS‘ first-ever show in Saudi Arabia, on the 11th of October 2019, as part of their world tour, ‘LOVE YOURSELF: SPEAK YOURSELF’, in partnership with Live Nation Middle East, Big Hit Entertainment and the General Entertainment Authority of Saudi Arabia. The concert was set to make history, as BTS would be the first foreign act to perform a solo concert in Saudi Arabia.
- Katch coordinated and successfully executed an announcement plan for the event, with the General Entertainment Authority, Saudi Arabia’s Minister for Entertainment, and Ticketmaster Middle East, at 1pm on 14th of July 2019, while simultaneously distributing the announcement press release.
- We generated a total AD Value of US $1,874,995 and PR Value of US $5,624,985.
- The announcement received widespread coverage in leading English and Arabic dailies such as The National, Gulf News, Arab News, Al Bayan, Emarat AlYoum, Asharq Al-Awsat, Al Jazirah, Saudi Gazette, Al-Riyadh, Al Watan, Al Bilad, Al Eqtisadiah, Al Mowaten, and Okaz.
- Katch also secured coverage in top English and Arabic lifestyle and business titles, including Vogue Arabia, Ahlan!, Time Out, Mashable Middle East, Esquire Middle East, Emirates Woman, Harper’s Bazaar Arabia, Lovin Saudi, Arabian Business, Al Arabiya, Zawya, Business Live ME, Sayidaty, HIA Magazine, and Al Jawhara.
- Gulf News, Vogue Arabia and Emirates Woman shared the news on their social media channels to maximise reach.
- Radio network ARN and its stations Dubai 92 and Dubai Eye 103.8 also announced the news on their websites.
- International titles such as BBC, The Guardian, Arirang, ET Canada, NME, Billboard, Entertainment Weekly, CTV News, Hollywood.com, and First Post also published articles about the historic event.
- Katch secured interviews with The National, Arab News, Gulf News, Khaleej Times, and Vogue Arabia. Unfortunately, BTS were unavailable to be interviewed.
- With the help of the Katch Social Media Team, the BTS announcement broke the internet, as numerous websites associated with the event crashed because of the massive volumes of increased traffic
- Katch managed and coordinated Live Nation Middle East’s social media accounts for the announcement and promotion of the show.
- We also liaised closely and continuously with all parties involved in bringing the biggest pop act on the planet to Saudi Arabia, which enabled us to work our magic, maximise engagement and get the event trending globally.