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

Digital out of home: navigating the revolution of the oldest medium

Digital out of home: navigating the revolution of the oldest medium

Drawing on market trends from outdoor's second-quarter results, Primesight's Chris Forrester warns against an industry eating itself.

Share
My Media Week: Simon Kilby

My Media Week: Simon Kilby

This week, Simon Kilby, head of marketplace, Bauer Media, readies the national launch of Magic on DAB and celebrates future change at Bauer Radio's annual conference, with dire consequences the next day.

Share
Piers Morgan becomes editor-at-large of MailOnline US

Piers Morgan becomes editor-at-large of MailOnline US

Piers Morgan, formerly of CNN and Trinity Mirror, has been appointed editor-at-large of MailOnline's US operation.

Share

Get news by email