Communication · ROOTS PR
Heineken: Avoiding a PR Crisis
A major concert cancelled at the last minute, and a crisis plan that turned a flashpoint into public support.
- RM 5.5M PR value
The Challenge
A cancellation waiting to backfire.
After heightened scrutiny of large-scale music events in Malaysia following the 2014 Future Music Festival Asia, staging international concerts became fraught. The 2015 “Thirst: We Are All Stardust” event had its approvals, yet was abruptly cancelled shortly before launch, risking public dissatisfaction and backlash.
The Solution
A crisis plan, ready from day one.
ROOTS PR and the organisers, Heineken and Future Sound Asia, built a crisis-communications strategy from the outset. When the cancellation was confirmed, the crisis team executed the prepared response plan immediately to minimise damage and keep audiences informed.
The Impact
Backlash, turned to backing.
The event had already generated extensive pre-launch coverage from major publications. Despite the last-minute cancellation, the media outreach was handled effectively, resulting in substantial public and media support, with a PR value reaching RM 5.5 million .
A cancellation that could have caused backlash, met with a plan that earned support.
