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| Author | Zoe Aresti |
Camden Town Brewery, the leading North London based brewery, has entered a partnership with boutique cinema chain, Everyman, to become its 2018 Music Film Festival headline sponsor.
In a deal brokered by The Story Lab and Digital Cinema Media (DCM), as part of the partnership, Camden Town Brewery’s brand ad will be showcased across all Everyman sites nationwide across a 12-week period.
Its product will also be stocked and promoted at 17 sites for the duration of the festival, while other key assets and branding will feature across Everyman’s online newsletters, website and magazine.
The cinema campaign sits as part of Camden’s largest marketing campaign to date ‘Hello Hells’, which looks to celebrate the moment of joy experienced with the first sip of lager after a long day. The partnership promotes cinema as a destination, aligning Camden with Everyman’s premium ABC1 25–35 audience nationwide.
Davina Barker, Sales Director, Digital Cinema Media, said: “Camden Town Brewery wants to elevate brand love and build a strong affinity with its target audience across the country. Cinema is renowned for building brand fame and driving sustainable long-term growth, making this campaign the perfect fit. This is another example of how brands can engage cinemagoers beyond the big screen.
Hoss Ghonouie, Head of Marketing, Everyman Cinema said: “Everyman Music Film Festival showcases some of the most influential and interesting musicians, directors and artists and is a natural fit for Camden Town Brewery. We’re thrilled to see the brand explore the possibilities of telling great stories with us.”
Alex Gardner, The Story Lab: “Camden Town Brewery have been at the vanguard of the craft and artisanal brewing resurgence of recent years and as such are blessed with real credibility as a brand. Bringing its latest campaign to cinema through a partnership with Everyman’s 2018 Music Film Festival will support a product focussed story, whilst also linking to their target audiences’ passion points of music and art.”
The Everyman Music-Film Festival is a celebration of the crossover and creativity between the fields of music and film. It runs from Monday 7 May to Wednesday 16 May, with events held at eight Everyman venues across the country in London, Birmingham, Bristol, York and Leeds. Find out more at everymancinema.com/everyman-music-film-festival.