KEW GARDENS RETAINS GENERATE TO HANDLE ‘SUMMER SWING’ REBRAND
10 November 2010
London, UK
Generate Sponsorship has been retained by the Royal Botanic Gardens, Kew (RBG Kew) to lead the rebrand of its famous Summer Swing concert to ‘Kew the Music’.
The concert, which has been taking place for over 25 years, is looking to take on a new brand identity, whilst still retaining many of its original features and laidback charm.
As part of this, the event will be seeking a new headline sponsor following working with Wines of South Africa for a successful three years. Benefits for a headline sponsor will include extensive branding, both onsite, in promotional materials and online, as well as tickets, hospitality, sales and sampling opportunities.
Along with the renaming of the event, Kew Gardens is looking to increase the capacity from 6,000 to 8,000 on each of its five nights, and in turn attract bigger name artists to the event. Previous acts have included Jools Holland, Buena Vista Social Club, Gipsy Kings, Alison Moyet and quality tribute bands such as the Bootleg Beatles.
Andy Muggleton, Director at Generate Sponsorship, said, “We’re really excited to be working on the re-launch of the 2011 event and feel well placed to do so after the success of working on the event over the past few years. We will be looking to find a sponsor that embodies what ‘Kew the Music’ will be all about; fun, great music and summer entertainment. Partnering with ‘Kew the Music’ will allow brands the opportunity to engage with the show’s ABC1 demographic, as well as providing an association with Kew’s leading plant science and conservation work.”
Nickola Savage, Head of Venue Hire and Commercial Events, said, “We’re delighted to be continuing our work with Generate Sponsorship. This is an exciting year for Kew Gardens as we re-launch Summer Swing to ‘Kew the Music’ and begin the search for dynamic new sponsors. Having enjoyed six great years with Kumala and then Wines of South Africa, we are looking forward to exploring fresh, exciting avenues with our new partners.”
The west London venue attracts over 1.2million visitors a year and is a UNESCO World Heritage site. Sponsor funding will directly assist RBG Kew to undertake its core plant science and field work projects on domestic and global levels, and is vital for Kew to meet its objectives for 2010 and beyond.
ENDS
For further information please contact:
Richard Aldridge
Generate Sponsorship
0845 241 8111
Notes to editors
The Royal Botanic Gardens, Kew (www.kew.org) is a world famous scientific organisation, internationally respected for its outstanding living collection of plants and world-class Herbarium as well as its scientific expertise in plant diversity, conservation and sustainable development in the UK and around the world. Kew Gardens is a major international visitor attraction. Its landscaped 132 hectares and Kew’s country estate, Wakehurst Place, attract nearly 2 million visitors every year. Kew was made a UNESCO World Heritage Site in July 2003 and celebrated its 250th anniversary in 2009. Wakehurst Place is home to Kew’s Millennium Seed Bank, the largest wild plant seed bank in the world. The Royal Botanic Gardens, Kew and its partners have collected and conserved seed from 10% of the world’s wild flowering plant species (c.30, 000 species) and aim to conserve 25% by 2020.