Keeping your business’s equipment clean, tidy, in great condition can be a big task for any company.  But when your equipment is 2.5 metres wide, 4 metres tall, 16.5 metres long and weighs 30,000 kgs that task is not only more tricky but absolutely essential for health and safety reasons. XPRESSION Logistics pride themselves on the upkeep of all assets, to ensure high standards are met.  Being the preferred servicing supplier in the UK for Rolfo gave the company the capability to service all trucks and trailers. “Managing something like this doesn’t just mean servicing and hydraulics checks every 8 weeks, but ensuring the vehicle is pristine inside and out before and after every delivery” said Jonathan Hill, XPRESSION Logistics MD “the UK Government, quite rightly, has strict regulations with regard to the safety of haulage and we do our best to exceed those for our customers”. 

There lies another mammoth task. In order to keep all assets to the highest standard the recruitment of the correctly trained staff is essential, and finding Truck Technicians a challenge.  “We are always in the market for great, highly experienced Truck Technicians” said Mr Hill “they are the backbone to the success of the company and we look after them, as we do all of our team”.  

For more information please email jonathan@xpressionlogistics.co.uk or call directly on 01869 233324

The post Logistics-A Mamouth Task appeared first on IPM Bitesize.

While government restrictions continue to significantly impact the events industry, TRO has shown that live events are still possible with their work on the recent BMW Group UK Showcase event.

Taking place prior to the national lockdown and in line with all government regulations, the media and influencer event – by invite only – welcomed more than 150 guests to Bicester Heritage Centre over 5 days in order to get hands on with the new 4 Series and the wider BMW and MINI range, including the 5 Series LCi, MINI Countryman LCi and MINI Electric.

The activity creatively brought together the BMW and MINI brands in a COVID-safe way through a series of themed spaces including BMW M Town, Electric City and MINI Downtown, which enabled the brands to communicate the product line-up in a distinctive and memorable way. Guests were also able to drive a wide range of cars on road routes as well as track and slalom activities.

With carefully constructed COVID protocols and a pre-defined journey, guests were able to enjoy a welcoming, safe and ultimately highly enjoyable experience, which was reflected in post-event feedback where 98% of guests scored 5/5 for feeling ‘completely safe’ and 95% of guests scored 5/5 for enjoying the event ‘very much’. The event had been designed with both safety and wow factor in mind right from the start, and both were achieved in equal measure.

Client Partner at TRO, Lucy Knill, commented: “It was so exciting to see how pleased all guests were to be able to come to a live event again, and how everyone respected all the COVID protocols that we asked them to follow with not a single word of complaint. This is also true of the large crew and supplier network involved, all of whom were so careful and respectful whilst still delivering an event which would have surpassed expectations even in ‘normal’ times, let alone mid-pandemic.”

The post TRO SHOWS WAY FORWARD FOR IN-PERSON EVENTS appeared first on IPM Bitesize.

Aperol is marking it’s 100th birthday in true Italian style this summer, inviting Londoners and Mancunians to immerse themselves in a world built for endless possibilities of Italian-style spontaneity and sociability.  This party will take place between 23rd May–1st June in London, at the Shoreditch Electric Light Station and 19th-23rd June at The Oast House, Manchester.

London

Kicking off in London, upon entry, the public will surrender themselves to a world where the birthday bubbles live both inside and outside the glass.

As they step into the sun-kissed courtyard, they will encounter the Italian alfresco life with the Aperol 1919 Lido.  Inspired by the original Lido – the chic Italian beach resort near Venice – guests can take a seat under the flowing orange waterfall, recline waterside, or indulge in the inviting swirl of vibrant shallow waters to relax with a friend. For a more immersive water adventure, guests can experience the Aperol-100, Fiat-500 hot tubs, where the bubbles match the DJ beats.

There will also be a showcase Aperol bar, that serves deliciously crafted Aperol Spritz and access to the embedded ‘bubble booths’ and guests can have fun in the Aperol Spritz glass shaped ball pit.

The Aperol Spritz Big Birthday Social defies time and encourages guests to seek out the ‘100 Years of Aperitivo’ bar, where they can experience an intimate aperitivo and learn how to make the Venetian classic first hand from a true expert.

Manchester

Aperol Spritz Big Birthday Social arrives at The Oast House in late June. Once home to hops and kilns, The Oast House now cultivates good times!

Capture that sociable birthday spirit at the Aperol Spritz Big Birthday Social 

For 100 years, Aperol has been a traditional Italian icebreaker, helping to make connections with friends old and new. However, despite our deepening love for Aperol, Brits still have plenty to learn from our Italian friends when it comes to embracing sociability and the true art of the spontaneous ‘aperitivo hour’.

Whereas Italians wouldn’t think twice about introducing themselves to someone new over an Aperol Spritz as the sun sets, this often proves a step too far for Brits, with 74% of Brits having felt reluctant to start up a spontaneous conversation with a stranger in a social setting.*

One occasion when Brits are not bashful when it comes to embracing the joy of new connections: a birthday party.  Here Brits come into their own, with 69% stating they are more likely to talk to someone they don’t know at a birthday party than any other occasion.   This impulse to socialise can lead to making lasting connections with 65% admitting to having met a friend for life and 37% having met a partner at birthday parties.

Key event Information: London

Where?: Shoreditch Electric Light Station, Coronet Street, London, N1 6HD

When?: The Aperol Spritz Big Birthday Social will run over 9 days from Thursday 23rd May – Sunday 26th May, Wednesday 29th – Saturday 1st June

Opening hours:

Thursday 23rd May – Friday 24th May, Wednesday 29th – Friday 31st May: 6-10pm (last entry 9.30pm)
Saturday 25th and Sunday 26th May, Saturday 1st June: 12-10pm (last entry 9.30pm)

Price:
Tickets are £10 – including two perfectly crafted Aperol Spritz and some Italian aperitivo
Sociable specials are £18 for 2 tickets, or £34 for 4 tickets including aperitivo
Additional Aperol Spritz priced at £6 each

Key event information: Manchester

Where?:  The Oast House, Spinningfields, Manchester M3 3AY

When?: Wednesday 19th  – Sunday 23rd June

Opening hours:

Wednesday 19th, 5pm-10pm
Thursday 20th, 5pm-10pm
Friday 21st, 5pm-10pm
Saturday 22nd, 12pm-10pm
Sunday 23rd, 12pm-10pm

Price: Entry is free with sociable special deals at the bar for Aperol Spritz cocktails

For more information, visit https://www.facebook.com/aperolspritz.uk/

The post Aperol is marking 100 years with a Big Birthday Social appeared first on IPM Bitesize.

Sian Baker, Managing Director of The Producers rounds up the ‘Let’s Talk about Tech baby’ breakfast event and shares industry expert’s thoughts on the future of tech in events and experiential.

Yesterday we hosted our second breakfast briefing on tech in events and experiential… and what a blast we had.

We wanted to explore the themes of good and bad tech, why we innovate, when we should and shouldn’t, how we use tech and what this means for us in the experiential industry.

How do we as an industry take advantage of the power of technology in marketing campaigns?

We kicked off with a cheeky little game of BEAT THE BOT hosted by the phenomenal Laura T, a trainer, author, TEDX speaker on “humanising the machine” and a fellow robot lover…

If you haven’t played BEAT THE BOT before…I promise it’s hours of fun….can you spot which of these images below is a puppy…..get the idea?

Jo Hudson, our Planning Director for The Producers and PrettyGreen group gave our keynote presentation – Let’s talk about Tech baby…

Taking our guests on a rollercoaster of insight as she shared the reasons why we innovate and apparently, we as Homo Sapiens only survived against the multiple other breeds of early-humans by innovating and developing the skills to skin animals and make weapons…Go us!

She talked about the use of tech, how to do this well, the traps brands commonly fall into, and how we have to keep an eye on the 90% and not just focus on the 1%.

She summed up with her five point handy check list….cue frantic note taking from all our guests.

Jo handed over to our fabulous five panellists for a lively discussion on the good and bad of tech, how they and their organisations are using tech to elevate and create new and exciting experiences that reach well beyond the 1%.

We have distilled all of this sensational chat into five nuggets of brilliance from each speaker:

Yasmin Arrigo – Digital Director for Campaign UK & US

• You need to get the experience right for the ‘1’ to have any chance of reaching the ‘90’.
• Don’t hide experiences away and then try and force people out of the main area to go and visit something
• Strange examples are often remembered, unsure whether that’s a good thing (pixel 3/ childish Gambino at Coachella)
• Tech has the ability to transport and enhance. Think of what Samsung has being doing at festivals whereby you can enter a Cube and be transported onstage next to the person you’ve been watching
• Regions and other markets are interesting but more interesting are sectors. The entertainment sector is really exciting, think Drake at O2 or O3 as it was renamed. The fusion of tech, entertainment and film is exciting.

Gareth Lush – Brand and Influencer Events Manager at Sony Interactive Entertainment UK

• Don’t assume a level of knowledge. We’ve learnt with Virtual Reality (VR) experiences that we need to qualify people’s knowledge before starting the experience to give them the most tailored event
• VR needs a much bigger space and therefore less people are able to have an experience, but the immersion is therefore key and happens incredibly quickly
• Accessible controllers for people with disabilities are now allowing anyone to play, which is really exciting and a great industry development
• At festivals it’s about adding value to the experience e.g. fast charge of phones. We also need to  be asking people what they want or need (whilst also remembering sometimes people don’t know what they want!)
• Tech in experiential is not going to slow down,  it’s only enhancing. It’s about getting the most out of life

Emily Koppit – Client Services @ The Producers

• Technology should be used to enhance an experience. It has the capacity to make an experience deeper and more engaging
• Don’t use technology just because it’s there – use tech for the right audience and for the right experience
• It’s not about dehumanising the experience, it’s about enhancing it for people
• Technology can be used to spark conversations and enhance an experience
• Sometimes we’re overwhelmed by technology and what we actually need is simple human connections

Nicola Morgan-Hulme – Senior Manager of Brand Relations at LEGO

• For LEGO it’s about children’s play, children’s development, the Brick, the importance of creativity and bringing families together
• Play is a universal language, and it can be physical and virtual – learning through play and children stay at the core of our inspiration
• Knowing what your brand is, and keeping it at the heart, is key to building experiences. How is it meant to make you feel?
• Understand what drives your audience and what will improve their lives
• Markets aren’t necessarily at different levels of development, but how they engage their audiences and interact are different. No matter where the experience is, make sure other markets are aware of it

Miriam Franks – Head of Global PR for W3W

• 75% of the world’s addresses are poorly labelled and even the 25% correctly labelled are difficult to find
• They have split world into 57 trillion 3m x 3m three word locations and the challenge is to change global behaviour
• As a Tech start-up it’s important to understand who to target. They are targeting Ambitious Innovators; Investors, Clients, Staff
• When you have a global ambition, the challenge is qualifying it, when people ask “so who are you working with” you can’t just say “no one you know”… but soon it will be everyone
• The police are working using their tools. If you make a distressed call and need to tell them where you are, it’s obviously difficult. The police SMS you a link and you click on the link and it will tell you the three word location and they can despatch a car
• In a world of Deliveroo and Netflix, W3W encourages people to get out and explore / leave house and be mobile opening up doors to experiential and events. Where is the ///party.party.party

Well there you have it, all caught up with some of the industry’s most exciting brands, marketers and industry commentators. So next time you’re thinking about putting on that event, experience or looking to engage your audience in a different and stand out way, start with a great insight and idea and ensure the tech follows that.

The post Let’s talk about Tech baby appeared first on IPM Bitesize.

On Saturday 27th and Sunday 28th April the Jacksonville Jaguars are bringing the NFL Draft celebrations to the UK with a two-day fan festival on London’s Southbank. And if that wasn’t enough, Jaguars wide receiver, Dede Westbrook will be joining in the celebrations – meeting fans, taking part in a Q&A and will also be revealing the 2019 Jags NFL 4th round Draft Pick live on US national TV from London, alongside one very lucky social media competition winner.

An additional 10 entries will also receive an exclusive invitation to join Dede Westbrook at the London & Partners studio, the Mayor’s official promotional organisation, ahead of the NFL Draft pick announcement.

When: From 10am until 6pm on Saturday 27th and 11am on Sunday 28th April
Where: Bernie Spain Gardens, Southbank, London

With a hub of NFL entertainment and activities planned there is something for everyone at the Jaguars Fan Festival – from American Football fanatics to casual spectators or even passers-by new to the game.

The focal point will be a fun skills challenge – no sport gear required! – giving fans of all ages the chance to take on a series of physical challenges from the NFL Combine test. From vertical jump to throwing accuracy, fans can compare their stats to the pros and be in with a chance of winning some great prizes. There will also be a Madden video game challenge taking place throughout the day.

Dede Westbrook will be interacting with fans at the festival and will also be doing a Q&A.

Dede Westbrook, NFL Star, said: “We’re really looking forward to coming to England for the Jaguars Fan Festival. It looked like it was such good fun last year that we can’t wait to get involved. I know that we have some amazing fans over in the UK and I am looking forward to meeting them in person – they really make it like a second home for us.”

Furthermore, food and beverage offerings as well as a merchandise zone will add to the atmosphere to ensure the Jaguars Fan Festival is a great day out in the capital.

In addition to the Jaguars Fan Festival, the team are once again celebrating the NFL Draft with an exclusive competition offering one lucky fan the opportunity to announce the Jaguars 4th round pick alongside Dede Westbrook.

Hussain Naqi, Senior Vice President and International Development, at Jacksonville Jaguars, said: “This is such an incredible opportunity for our UK fanbase to get involved with the team. We are delighted to have made history the last four years by bringing an NFL Draft announcement to the UK. Given our extended commitment to play here
every year until at least 2020, it is fitting that once again we’re giving one of our UK fans the chance to share in the excitement of the NFL Draft.”

The post NFL star Dede Westbrook to touchdown at UK Fan Festival appeared first on IPM Bitesize.

John Lewis & Partners are excited to announce the launch of Room for Living, providing a fascinating insight into how Britain lives today.  Room for Living is an interactive installation showcasing five different Living Room spaces, situated in the retailers’ Oxford Street shop.

Each room has been developed as a result of bespoke research commissioned by John Lewis, as well as customers shopping habits that show how the nation is living. John Lewis has also teamed up with experts to add their own unique touch to each living room and show how they would live in the space. Each expert will be hosting an exciting series of events and workshops that kicked off on Monday 18th March 2019.

Room For Flexibility: Editor of the Happy News, Emily Coxhead. The weekend of 17th March 2019
Emily Coxhead ran a thriving business from her tiny rainbow-filled home office in north west England. Creator of The Happy News, she was perfectly placed to share tips and advice on how to successfully work from home.

Designer, illustrator and happy-thing maker, Emily graduated from the Manchester School of Art in 2015 and quickly decided she wanted to spread some happiness. She writes and illustrates The Happy News, an inspiring newspaper jam-packed with positive and uplifting stories from around the world. She also creates stationery, gifts and greeting cards.

Emily hosted two classes on 22nd March. For her first event, Emily shared her philosophy on wellbeing, and ran a workshop where you’ll find out what a “happy jar” is before making your own. For her second event, attendees enjoyed a glass of fizz with Emily and heard her share how she started her newspaper, and  how making small changes to your day can have a positive impact.

Room For Family: The Geffrye Museum of the Home. The week of 25th March 2019
Uniquely placed to share their knowledge of the history and evolution of the living room, the Geffrye Museum of the Home organised collections, exhibitions and events centred around one question: what does home mean to you?

The Geffrye Museum of the Home is based in 18th century almshouse buildings and surrounded by tranquil gardens in vibrant Hoxton, East London. As the Museum of the Home, it’s the go-to place for inspiration and debate on the universal subject of home. The Geffrye is currently closed as it undergoes a major transformation and is due to reopen in spring 2020.

The Geffrye Museum of the Home will be hosting events on 28th & 29th March. Customers will meet the Geffrye Museum of the Home team who will bring the family room to life with personal stories, photographs and historical facts, highlighting how this is not just a physical space, but a mixture of evocative memories, relationships and experiences. Brave the ‘scratch ‘n sniff’ station to unearth the mysterious and sometimes surprising scents of spring-cleaning through time.

Room For Entertaining: TV presenter, AJ Odudu. The week of 31st March 2019
AJ is a seasoned entertainer. Well known as a TV presenter and DJ, she knows how to create the perfect ambience for a good night in and will be sharing her top tips on how to entertain at home.

AJ Odudu is currently presenting The Voice UK and The Voice Kids UK as their new digital host for ITV.  On 4th April, join AJ to find out why staying in is the new going out. Listen to her perfect party playlist and enjoy rum cocktails. On 5th April, you can join AJ for a glass of fizz while she answers your questions about her varied career. Learn all about her experience across presenting, DJing and fitness.

Room For Expression: Artist, Morag Myerscough. The week of 14th April 2019
Contemporary artist Morag’s mantra is ‘make happy those who are near, and those who are far will come’. Creating work that’s bold and vibrant, Morag is the perfect person to inspire us to express ourselves through design and creativity.

Morag is known around the world for her distinct approach to making large scaffold structures adorned with neon geometric patterns and shapes, often incorporating positive messaging hand painted onto plywood.

Morag will be hosting two events on 18th April. The first will be a talk on belonging. Learn about how important your surroundings are and how to build a sense of belonging in communities. For the second event you’ll be able to join Morag for a creative pattern workshop, where you’ll get to create a colourful pattern and then add it to a larger, collective piece.

Room for Living launched on Monday 18th March at John Lewis Oxford Street. Additionally there will be an evening of events taking place on 28th March in John Lewis shops nationwide. For more information and a full list of activities, please visit: https://www.johnlewis.com/content/the-residence

The post John Lewis & Partners launches ‘Room for Living’ with experts in Oxford Street shop appeared first on IPM Bitesize.

Branston, the UK’s best-selling pickle brand, is to launch a UK sampling tour this month, as part of a wider marketing initiative to aimed at reinforcing the pickle brand’s positioning as ‘the perfect partner for cheese’.

The activity will amplify the success of the brand’s ‘Please The Cheese’ campaign and bring Mr. Cheddar, the down to earth hero of the TV ad, to life. At each event, Mr. Cheddar will greet consumers with samples and tap into the nation’s love affair with cheese by encouraging them to pose and upload photos on Instagram using the #PleaseTheCheese hashtag.

The tour will take place at 11 events and 12 supermarkets and comprises of 39 live activities across the UK from now until the end of the year. Key dates include Lambeth Country Show in London (21-22 July), Bristol Balloon Fiesta (9-12 August) and Bournemouth Air Festival (30 August-2 September).

At the events, consumers will be able to try different products from the Branston pickle and chutney ranges, accompanied by Cathedral City cheese and Jacob’s crackers from the Branston sampling van. With up to 5,000 samples distributed per day, Branston’s sampling activity aims to reach more than two million consumers in total and recruit a new generation of pickle lovers by reminding them of the delicious taste combination of cheese and pickle.

Branston lunchboxes, key rings and goodie bags will be handed out and consumers will also be given recipe cards, Branston dip pots and money off coupons for Branston pickle.

Nisha George, senior brand manager at brand owner Mizkan, says: “We wanted to bring this association to life in an impactful way to reconnect with our loyal customers, engage a host of new ones and to invigorate the pickle category nationwide.”

The Branston brand is owned by Mizkan Euro, the European subsidiary of Mizkan, a privately-owned Japanese business started in 1804, which is the number one Sushi seasoning supplier in the world. Mizkan is a global business with over 210 years’ experience in producing high quality products. Mizkan Euro brands include Branston Pickle, Hayward’s Pickled Vegetables, Sarson’s Vinegar and Dufrais vinegar.

The post Branston launches #PleaseTheCheese festival sampling tour appeared first on IPM Bitesize.

Skin care brand NIVEA has created ‘Shower Empowered’, an immersive ‘shower karaoke’ experience, as part of its partnership with Cancer Research UK’s Race for Life.

The campaign will drive awareness of NIVEA’s shower and body care ranges by engaging consumers in a fun, lively and celebratory experience, put together by creative agency Space.

To bring the campaign to life, Space has built a huge portable (water-free) shower unit and is inviting both participants and supporters to celebrate their achievements by getting into the shower and belting out a specially curated list of empowering songs – such as Cyndi Lauper’s Girls Just Wanna Have Fun and Queen’s Don’t Stop Me Now.

Participants will sing into microphones specially designed to look like NIVEA shower bottles while photographs are taken of their performances. After performing, everyone who takes part will receive a NIVEA sample bag and coupon. They will also be given a QR code flyer which they can use to find their photo from the experience.

Claire Marlow, brand manager at NIVEA, says; “Race for Life are fantastic events that raise money to help fund research into over 200 types of cancer. We wanted to add some extra celebration and feeling of empowerment for people taking part. And a mass shower karaoke felt like the perfect way to give participants and supporters a day to remember and the chance to sing their hearts out.”

David Atkinson, managing partner at Space, adds; “We’re all extremely proud to have created an experience that not only celebrates Race for Life but also enables the NIVEA brand to add to the day. The events are already a collective experience and our ‘Shower Empowered’ activation extends this.”

The first empowered shower took place at Crystal Palace on Sunday June 10^th, with people jumping into the shower after crossing the finish line. It will now travel to Race for Life events in Birmingham, Cardiff, Exeter, York, and Edinburgh. It will reach an estimated 30,000 participants this summer.

NIVEA has a long-standing relationship with Cancer Research UK through its sun cream brands. They first worked together in 2012 with the aim of raising millions for the charity’s life-saving research, specifically supporting skin cancer research. This campaign is the first time NIVEA’s broader range of shower and bodycare products have been involved.

Nivea is a personal care brand owned by the German company Beiersdorf Global AG.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards.

The post Nivea runs ‘Shower Empowered’ experience as part of Race for Life appeared first on IPM Bitesize.

Brands including alcohol-free Budweiser Prohibition Brew, Walkers Max Strong, Branston, Primula and Bodean’s have signed on as partners for National BBQ Week, a multi-brand experiential, sampling and marketing campaign which returns for the 22nd year from Monday May 28th.

The organisers say that National Barbecue Week is one of the UK’s top awareness weeks and has, since its launch in 1997, been a “catalyst for growth in the BBQ market” according to PR Week and also being “fundamental in changing consumer attitudes to BBQ” according to Mintel and The Grocer.

Launching on Spring Bank Holiday and running from 28th May until the 3rd of June, the awareness week will be incorporating a dynamic digital, PR and media focus set to reach over 25 million people. There will also be experiential sampling at the launch of London’s ‘Summer by the River’ festival from the 1st to the 3rd June, where a further 150,000 people will be exposed to the campaign.

Key sponsors for this year’s campaign are: Official Alcohol-Free Beer: Budweiser Prohibition Brew; Official Snack: Walkers Max Strong; Official Sauce: Branston; Official Cheese: Primula; and Official BBQ Restaurant: Bodean’s.

Competitions will be run through media and through social media channels including Instagram, Twitter and Facebook including the return of the BBQ Baptas. Consumers will be encouraged to send in videos of their fun barbecue or grilling technique and results, with the aim of winning a BBQ Bapta Award, a cash prize and a BarbiBox, full of product from the sponsors.

Along with the UK’s leading BBQ Website full of hints, tips, recipes and guides to ‘Being a Better BBQ’er’, there is also a Barbi Blog, with messages from the sponsors and chief GrillMaster, Brian George, founder of National BBQ Week.

George, who runs agency Grocery Gurus, says: “National BBQ Week is one of the UK’s biggest awareness weeks and has helped change consumer BBQ attitudes and usage from just 9 million in 1997 to over 130 million last year with the overall BBQ food and drink market being worth around £1.3 billion, up from just £150 million back in 1997.”

Grocery Gurus will also be organizing other multi-brand campaigns including WorldBeerathoN in October (to coincide with Octoberfest), Get Wine Wise in November, Mixorama (for at-home cocktails) in December, and National Wine Week, from 26th November to 2nd December.

The post Big brands get behind 22nd National BBQ Week appeared first on IPM Bitesize.

Asahi Super Dry, the Super Premium Japanese beer, has launched a significant outdoor and online advertising campaign, as well as embarking on a series of partnerships – including this weekend’s Arcadia Festival – that will see the beer at the forefront of immersive experiences across London this summer.

The ‘Remastered by Japan’ OOH campaign has been featuring on more than 600 digital road, rail and London Underground display sites this month, along with larger scale placements in prominent locations such as Shoreditch and Borough High Street.  A heavy-weight social media campaign will also run nationally, creating significant impact for the newly relaunched brand.

The brand has also signed a number of partnership deals which will see it featuring in a number of immersive experiential activations.

For the first time, Asahi Super Dry is the official beer partner of Secret Cinema Presents Blade Runner – The Final Cut: A Secret Live Experience. The 1982 cult classic, set in a dystopian world, explored themes that were way ahead of its time, aligning perfectly with the values of Asahi Super Dry as a progressively minded brand. There will be 80 secret live experiences running until the end of June.

The brand is also the lead beer at dotdotdot London’s latest release, VR experience Somnai, mixing live performance and multisensory elements with immersive technology, while this Bank Holiday weekend (May 5th and 6th) Asahi Super Dry will partner with Arcadia for its 10th anniversary spectacular.

In addition to the above, Asahi Super Dry will be celebrating summer with an array of music gigs and films at the Somerset House Summer Series and Film 4 Summer Screen across July and August.

Laura Mitchell, Director of Brand Marketing at Asahi UK Ltd, says: “When we relaunched Asahi Super Dry earlier this year, we wanted to ensure its marketing would reflect the identity of the brand and put us at the heart of forward-thinking experiences, with a mix of Japanese culture. We’re delighted to be partnering with some truly exciting experiences that feed consumer curiosity and showcase the brand in a contemporary manner.  We strongly believe the ‘Karakuchi’ taste of Asahi Super Dry will make a huge impact, but it is equally important we pay homage to the brand’s heritage and we are very excited to launch into the marketplace with a number of intriguing activations.”

Asahi UK Ltd. (formerly Miller Brands UK) is the UK subsidiary of Asahi Europe Ltd. Asahi UK Ltd. has responsibility for the development of the following Super Premium brands across the UK and Ireland: Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell, St Stefanus and Kozel.

The post Asahi Super Dry uses partnerships, immersive experiences in summer campaign appeared first on IPM Bitesize.