Ministry of Sound - Lasts Longer Than a Royal Marriage

It was the nineties. Diana had split from Charles. Ministry of Sound was 5 years old and as their Head of Marketing, I wanted to celebrate memorably. So we invited the tabloids to a secret screening on The Mall. The screen was Buckingham Palace. The message was ‘Ministry of Sound - Lasts longer than a Royal Marriage’. The result was full front page coverage on all the UK’s tabloid papers, just as ‘The Annual’ was released, resulting in a million units sold in the first 4 weeks.