Full Fat anchor’s UK part of Toyota’s street music campaign

Lifestyle and culture PR consultancy Full Fat has announced its appointment as the UK launch agency for Toyota Motorcar Corporation’s (Toyota) latest initiative ‘Feeling The Street’, a global celebration of the musical talent performing on streets right now, all over the world. Alongside the New Zealand-based creative agency Media Blanco, Full Fat will shine a spotlight on the performers competing for their places in ‘Feeling The Street’s’ ultimate Global Street Band.

Toyota is bringing worldwide street music talent together into one place for the first time via ‘Feeling The Street’. An initial four-month campaign will see an array of talented musicians from the all over the world compete for public votes. The winners will come together to form a Global Street Band, which go on a week-long tour of New Zealand which culminates in a performance at Queenstown’s Winter Festival. Furthermore, six members of the public will also win the chance to join the band on the road throughout this celebratory street music tour.

Full Fat has been appointed to deliver UK PR surrounding the initiative. The communications objective is to exemplify the amazing home-grown talents that are taking part in Feeling The Street and encourage the British public to support these performers by giving them their votes at www.feelingthestreet.com. Media engagement across the launch campaign will range from national to regional media and also includes the integration of leading blogger, Elyar Fox. Fox will be vlogging as he meets, and performs alongside, the ‘Feeling The Street’ UK contestants.

Dan Walsh, Full Fat managing director comments: “We’re absolutely thrilled to be able to add a global brand as prestigious as Toyota to our already diverse roster.  The ‘Feeling The Street’ concept is a superb example of how a brand can take its core values and activate it within a culture environment and Full Fat’s expertise in this area, alongside our extensive network, means we are perfectly placed create a long term platform for the initiative.”

Kirsten Matthew, Media Blanco adds: “We wanted to work with agencies around the world that understood how to raise the profile of a grass-roots, street campaign. Full Fat understood immediately what we were after and we’re really pleased to have them helping us with Feeling The Street.”