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RSVP PARTNERS NME & MTV ANNOUNCE STRONGBOW FESTIVAL DEAL
May 17, 2004RSVP partners IPC ignite! and Viacom Brand Solutions today announced a major music festivals partnership between NME, MTV and Scottish Courage cider brand, Strongbow.
The deal will position the Strongbow brand experience - The Strongbow Rooms - at the heart of the summer festival season.
Over the last six years, The Strongbow Rooms have become a regular fixture on the UK festival circuit, and this year, will feature innovative music programming featuring some of the Europe's premier DJ talent while serving refreshingly chilled Strongbow to tens of thousands of festival goers.
The partnership sees Strongbow using the festivals expertise of the NME to create an interactive virtual Strongbow Rooms online on nme.com www.strongbowrooms.com Strongbow is also sponsoring nme.com's entire festival news coverage. The virtual Strongbow Rooms will feature filmed reports from NME and MTV from all the UK's major festivals, plus games, galleries, features and festival news.
Advertising and advertorials in the NME provide further information on The Strongbow Rooms' line-ups, and give music fans festival a constant stream of information over the summer. A 52 page Festival Guide will be published with the NME on 29th May.
On-air, the partnership will see The Strongbow Rooms as the only brand associated with MTV's festival output throughout 2004. Programming activity will run across MTV Dance, MTV2 and VH2, while advertorials promoting Strongbow's music festival association will drive viewers to www.strongbowrooms.com run across all MTV, VH1 and TMF channels.
MTV Dance will create Strongbow Rooms-sponsored shows from Homelands, Global Gathering and Creamfields; entitled MTV Dance @ the Festivals. Each festival will have a dedicated night on MTV Dance on the second Sunday following the live events. Promos for MTV Dance @ the Festivals with Strongbow Rooms credits will run prior to each dedicated festival night. In addition, an hour-long festival special will be aired on MTV Dance during the summer.
Throughout June, MTV2 will host a Fantasy Festival Month and will invite artists and audiences to nominate their favourite festival line-up via camera and online at www.mtv2.co.uk, respectively. The best line-ups will be played on MTV2 and each fantasy headliner will be featured in a 30 minute zone with either live gig footage or videography. Again, promos for Fantasy Festival Month containing full-screen Strongbow Rooms credits will run in the build-up to the month.
VH2 will feature videos of the artists appearing at VH2 supported festivals in 2004. Sponsorship credits will contain footage from the Strongbow Rooms.
Rachel McFadyen, IPC ignite! business development manager says: “This is a great example of how we were able team up to offer an advertiser more choice and a perfect solution that delivers credibility, excitement and serious coverage of a music-mad youth audience.”
The deal was brokered by Rachel Mcfadyen of IPC Ignite!; Drachan Forster of Viacom Brand Solutions and Adam Foley, of Starcom MediaVest.
RSVP was formed earlier this year as a commercial alliance between Capital Radio Group, Viacom Brand Solutions and IPC ignite!.
For general press queries contact
Chris Taylor, head of media relations, IPC Media. Tel: 020 7261 5276; mobile: 07980 221942; email: chris_taylor@ipcmedia.com
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