GMG Radio's Real signs as exclusive media partner for Morrison's MFest

GMG Radio's Real network has signed a partnership with Morrisons to be the exclusive media partner of the supermarket's inaugural summer food and music festival, MFest.

Real Radio: signs Morrisons as sponsor of its MFEST festival
Real Radio: signs Morrisons as sponsor of its MFEST festival

The two-day event takes place on 7 and 8 July at Harewood House in Leeds and is expected to attract up to 15,000 visitors a day, according to GMG Radio.

The artist line-up includes 'The X Factor' winner Matt Cardle and runner-up Cher Lloyd, along with Texas, Soul II Soul, Human League, Inspiral Carpets and Paul Heaton, former front man of The Beautiful South and The Housemartins.

Michelin-starred chefs including Aldo Zilli and Atul Kochhar will provide cooking demonstrations at the festival.

Jonathan Gillespie, GMG Radio commercial director, said: "The nation is looking forward to a summer of celebration and so we are delighted to be involved in a brand new festival that promises to be one of its highlights.

"This is the Real Radio brand's first major network activity with Morrisons and I can't think of a better fit than great music and great food."

A series of integrated on-air and online promotional activity across the five-station Real Radio network will kick off with a weeklong competition to win tickets in the breakfast or drivetime shows. The festival will also be promoted in-store at Morrisons.

Richard Hodgson, Morrisons group commercial director, said: "MFest will be a unique addition to the festival market with not only a glittering array of entertainment for all ages, but a brand new, reinterpretation of festival food.

"From fantastic gourmet meals, to on-the-go treats, to live demos and interactive stalls for everyone to get involved and get creative."

Sister GMG-Radio owned national station Smooth Radio will also support the event with on-air promotional trails in the run-up to the festival.

The deal was brokered by Amanda Winch of MEC Access' and Nathan Bennett from GMG Radio's Creative Solutions team. 

Follow Mark Banham on Twitter @Banham72

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

My Media Week: Robin Clarke

My Media Week: Robin Clarke

This week, Robin Clarke, MD, Sports at Starcom Mediavest Group, plots 2015 strategy with clients Heineken and Betway ahead of another giant sporting year and makes a very important purchase - his son's first pair of football boots.

Share
Guardian Labs launches online hub Fixology for Direct Line

Guardian Labs launches online hub Fixology for Direct Line

Guardian Labs and Direct Line are launching an online hub called Fixology, which offers advice on everyday problems.

Share
Google responds to questions around online ad effectiveness

Google responds to questions around online ad effectiveness

There is a reason why digital is the fastest-growing channel, clients just need to ask the right questions of their agency to ensure the best results, says Matt Bush, head of performance agency at Google.

Share

Get news by email