CASE STUDY:

Overview - Gaymers have a 360 degree, 3 year deal with Music & Media Solutions. As part of the deal Gaymers is solus listed cider in all of our 10 venues and secondary partner of HMV Next Big Thing, The Great Escape and Lovebox festivals.

Listing - As solus listed cider in the estate they have prime positioning on taps and in the fridges and point of sale throughout.

TGE - Their secondary sponsorship of TGE for the past 3 years has included the full ownership of Hector’s House one of the key festival venues in Brighton. Bands such I Blame Coco, Hockey, Band of Skulls, Eighties Matchbox Disaster and many more have played at their venue and Gaymers is also the preferred cider of the event and theredore listed across all 24 venues. The partnership has driven sales opportunities and longterm listing deals for the brand in this area.

Lovebox - This relationship began in 2008 when a Gaymers Cider Garden was created as the second stage of the festival along with an adjacent Gaymers cider bar and solus cider listing across the site then in 2009 the Gaymers activity was one of the largest ever brand experiences at a UK Festival. This ‘festival within a festival’ experience included the Gaymers Stage (once again the Lovebox ‘second stage’), a bandstand, vintage-clothes fair, restaurant and Due to Gaymers prime positioning and programming at 200 capacity tree house. In 2010 the success of the ‘festival within a festival’ was built upon by introducing the “Gaymers Lost in the Orchard” concept spread across an even more significant expanse which included the two inter-connecting areas of the Gaymers Stage and Gaymers Orchard field which featured a number of micro-venues including the Gaymers Bandstand.

HMV NBT - New for 2011 Gaymers will become a key partner of HMV Next Big Thing, this will include drinks promotions at the events and a Gaymer’s artists hot spots. Amplification - Since the partnership began MMS has used the extensive MAMA Group Assets to support all the activitiy in full. Whether it be through solus eshots / ticket giveaways / advertorials in The Fly or advertising in festival programmes and magazines.