CASE STUDY:

Ted Baker

Ted Baker 2011 - onwards

Ted Baker have the opportunity to promote their association with new music by becoming a key partner at the UK's leading new music festivals - HMV Next Big Thing (February) & The Great Escape (May).

TED BAKER AT
HMV Next Big Thing

For year 1 the partnership included:
  • A joint logo including Ted Baker & Gaymers was utilised across all marketing and media support.
  • A special Ted Baker opening night at The Garage as part of the 10 days of programming with Pete and the Pirates and James Buckley from the Inbetweeners. Ted Baker had a dedicated VIP bar for the night.
  • In store sessions that saw Pete and the Pirates, Mirrors and Josh Weller perform exclusive DJ sets at the flagship store on Regent Street and James Rhodes take to the piano at the store in Floral Street. Ted Baker also dressed these artists for their gigs at the festival
  • Ted Baker were able to tactically brand the venues including special bar staff t shirts with the message "What can I get you" on the front and the full festival line up on the back
  • The activity was supported across all the HMV large array of marketing assets (including in store posters, digital and HMV radio)
  • Ted Baker also supported the activity in store and via their Facebook giving consumers the opportunity to win tickets to all gigs


TED BAKER AT
The Great Escape

The Ted Baker was able to leverage their association with the TGE via multi touch points, this included:
  • The Ted Baker logo was also utilised across all marketing support.
  • A takeover of Concorde 2 (where Example, Ed Sheeran, The View and Okkervil River performed over the 3 days) for the duration of the festival so Ted Baker were able to brand throughout.
  • Ted Baker also had a significant role within the central area of the festival - The Festival Hub. There activity here included a passport booth (where pictures were available physically and were also uploaded onto Facebook), specially branded deck chairs and free rock!
  • 2 in store special secret gigs where Alice Gold and Alana Stewart performed.
  • Ted Baker were also able to leverage the TGE marketing assets including the text service to announce the special gigs and also offer ticket holders special discounts in store for the weekend.


2012 will see a continuation of the activity with new additional elements tbc.