Widespread PR for music maker

RATH Trombones was heading towards its 20th anniversary and keen to capitalise on the success. Founder and MD, Mick Rath knew he had sufficient brand awareness in the music industry but believed that his story of success in a niche, and often challenging market was worth wider attention.
He asked Carmel Harrison PR to generate media attention around the celebration that would culminate in a star studded party in Calderdale.
As manufacturers of custom built trombones Mick was spoilt for choice for bands to play at the event but settled on two of his longest serving Rath artists Dennis Rollins and his Velocity trio and the Soul Tubes lead by Carol Jarvis world famous Rath Trombonist.
Carmel Harrison PR first of all created a compelling narrative about the trials and tribulations of starting a very unique manufacturing business in Yorkshire drawing on the wide area where Mick and his team had drawn their expertise from to attract greater publicity.
We then spoke to our contacts in the general news media to highlight the uniqueness and human interest of the story highlighting how Mick had originally to make his own tooling equipment when he started and that some of it is still used today.
We also focussed on his Rath Family heritage and the fact that both artists and suppliers were travelling from around the globe to help him celebrate his anniversary.
In addition to the regional news story we also spoke to music media contacts and to national industry media who were captivated by his story of manufacturing and exporting in tough trading conditions.
To add another dimension to his celebrations we entered Mick for the Manufacturer Top 100 Awards which celebrates personalities who have made a very special contribution to manufacturing in their careers.
The result was a series of features in regional news media, specialist music media and on the front page of The Manufacturer as well as the accolade of Exemplar in The Manufacturer Top 100 at s glittering champagne reception at an annual exhibition n the Midlands.
Mick said as his year of celebrations drew to a close: “The Rath story is unique and one I am very proud of. I don’t usually seek publicity, my achievement is that musicians, professional and amateur aspire to own a Rath trombone. Having my work recognised has been very gratifying this year above all others thanks to Carmel and her team who took the Rath brand beyond the music sector.”