Great British Beer Festival
With more than 900 home-grown real ales, cider and international beers available over five hearty days in August, CAMRA’s Great British Beer Festival really is a beer drinker’s paradise.
But there’s much more to this event than the ales – as well as live music, there is an abundance of food and fun to sample.
Appointed as the festival’s media and creative agency for 2014, we created the overall theme that we all truly believed embodied the fun and carnival atmosphere of this wonderful festival – allowing our creation of the “Beer Master” to lead everything at “Britain’s Biggest Pub”, from circus themed bars to circus acts. This exciting theme built CAMRA’s campaign message into every element pre, during and post event, including membership.
Our media execution gave the event a real sense of occasion by ensuring it was as ubiquitous as beer itself with a heady mix covering radio, London Underground activity, national press (including promotions), specialist press, targeted digital activity, online display and more.
This was a very exciting, ‘soup to nuts’ project for Media Alive: a prime example of the way smart media and clever creative come together in the events and exhibitions arena and add up to much more than the sum of their parts – in this case delivering the event’s biggest beer sales to date!
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