Rick Astley returns with his first new album of the decade. To target the existing fan base and with a remit to convert shoppers in to CD buyers, Brotherhood put together a campaign of high profile digital screens in shopping malls across the country. Malls were hand selected to target relevant retailers, and particularly HMV stores where a call to action could be maximised.
In addition, Brotherhood delivered a national rail campaign, with posters on platforms, ticket halls and stairwells at stations across the country, effectively targeting a grown up Radio 2 demographic.
The album charted at number one in the UK and spent a further 7 weeks in the top 10.