Continental Airlines has been unveiled as the sponsor of 2009’s Tower Festival – a Harvey Goldsmith/AEG Live music and arts event which is held at the Tower of London in September. Acts taking part this year include Nigel Kennedy, Dame Kiri te Kanawa and Lesley Garrett.
The partnership was negotiated by Starcom MediaVest sponsorship division SMG Plus. The goal of the link up is to promote Continental Airlines’ London to New York route to London-based business travellers who love arts & music.
The event itself will include several New York themed spaces with chances to win return trip tickets to New York on Continental flights. There will also be media activity on radio and internet – with advertorials on Classic FM for example.
Commenting on the deal, Continental’s senior VP of marketing programmes Mark Bergsrud said: “The sponsorship offers our consumers the chance for a more personal experience with our brand. The historic setting offers us the perfect environment to talk directly to our core customers about our London Heathrow to New York service, which was increased last year.”