international widows day concert in trafalgar square

Numbers:	approx 6,000
Location:	Trafalgar Square
Budget:	£180,000

the challenge

eventwise were briefed by our long standing client Mr Raj Loomba of The Loomba Trust to come up with an innovative and high profile method of raising awareness for International Widows Day and to communicate the message of the plight of widows and their children in third-world countries to the maximum possible audience.

our thinking

Our proposal was to stage a televised ‘Bollywood' concert in Trafalgar Square. The concert would then provide the perfect backdrop to an extensive PR campaign including TV appearances for Raj Loomba and Cherie Blair (President of the Trust), press coverage and culminate in the concert being broadcast to India via Zee TV channel. To officially mark International Widows Day and open the concert 24 doves were released from stage providing a poignant reminder of the Trust and its important global activities.

our solution

With the assistance of Production Manager Luke Bennett from LCI we installed a covered dome stage, two giant LED screens and all the ancillary equipment, services and facilities that would be required for a high profile event of this nature. A party of VIP's were housed on a 300 seat VIP viewing grandstand, positioned in front of The National Gallery, giving the perfect vantage point of the on-stage activities in front of Nelson's column. The largely Indian influenced line-up included Malkit Singh OBE, Channi Singh, The Bombay Vikings and Rachna. With the square about half full (some achievement considering it notionally holds 25,000) and bright sunshine throughout the evening the concert was a great success and was very well received.
Following the concerts closure the VIP's retired to a private cocktail reception in South Africa House which was made specially available by eventwise's special negotiations.
Mr Loomba was delighted with the whole event, the weather and in particular the attendance and associated press coverage and will definitely be doing the event again next year.