27 March 2009
Gaymer Cider Company has announced a £5m live music campaign that will target 18 to 24-year-olds.
As part of this campaign, Gaymer will be the official cider of several major summer festivals. These include, Glastonbury, Download, Bestival, Reading and the many live music events taking place in Hyde Park.
The company has formed a partnership with MySpace to promote the events and will also be sponsoring a branded stage at the Lovebox festival. Gaymer hopes the stage will attract more than 8,000 festival-goers and will be serving its cider from the top of what it claims will be London’s largest purpose-built tree house at the festival.
The cider company is expecting to reach over 800,000 people with the festival promotions. “Live music and festivals are a fantastic investment for a brand like Gaymer,” says Peter Spencer, managing director of Gaymer Cider Company.
“Last year’s summer campaign grew recognition of the brand by more than 200 per cent, double the amount of any other mainstream cider brand. Live music enables us to make an emotional connection with our target consumers, 18 to 24-year-olds, who we know are passionate about music. This summer will be even bigger as, through our increased music activity, we are expecting to pour over five million pints.”
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