Tennent’s Lager founding sponsorship of T in the Park

We’ve worked with T in the Park’s founding partner, Tennent’s Lager, for over 14 years now and 2016 saw Scotland’s biggest music festival enter its 23rd year. Tennent’s Lager looked to build on the success of an integrated communications campaign, developed by a cross-agency team, first introduced in 2015 and set out to continue to present Tennent’s Lager “At the Heart of T in the Park” and the fans’ festival experience.

Having become the jewel in the crown of on-site activation in 2015, Tennent’s’ bar, The Tennent’s Arms, returned as an immersive brand experience and solidified its status as an instantly recognisable, consistently popular on-site attraction. With a number of touchpoints themed to creatively appeal to the target market, the experiential bar was in a high-footfall location, maximising stand out and providing consumers with an even better view of the festival’s Main Stage than in 2015. The bar’s aesthetic evoked the campaign creative with up-cycled vintage dressing and consumers enjoyed a high profile DJ line-up specifically created by the world-renowned Sub Club for the duration of the festival weekend.

As well as activating the “At the Heart of T in the Park” campaign we acted in a lead agency role in managing all Tennent’s activity on-site including operations, production, branding, PR, promotions, brand initiatives such as Be Chilled and T Break, and we also act as coordinator and liaison during all Tennent’s contract negotiations. We manage all consumer PR for the event itself, working on a joint campaign on behalf of Tennent’s and promoters DF Concerts, liaising with 200+ artists and artist management throughout the campaign and on-site in order to secure invaluable pre- and post-event coverage. Unsurprisingly, T in the Park receives a wealth of interest from local, national and international media looking to cover the event and we work closely with DF Concerts and Tennent’s Lager to establish solid relationships with accredited media: liaising with the festival’s media partners, BBC Scotland and BBC Radio 1, and with the 400 media who come on site each year is an invaluable aspect of our work on T in the Park.


© Material 2016. | 6th Floor 133 Finnieston Street, Glasgow, G3 8HB. 0141 204 7970 | material@materialmc.co.uk

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