Carling steps up music links with C4 concert deal

April 11, 2002

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Carling steps up music links with C4 concert deal

Carling is to reinforce its strategy of linking its brand to music, by extending its sponsorship of the Homecomings concerts to include televised highlights on Channel 4.

The Coors Brewers brand's ad agency Leith London has been briefed to shoot music-related break bumpers and idents for the programmes, which are expected to occupy a late evening weekend slot.

The ads will be the first to build on Carling's new strategy of focusing on music experiences instead of football. The main element of the initiative is a partnership with concert promoter Clear Channel Entertainment to sponsor big-name tours and Clear Channel-owned venues including the Apollo venues in Manchester and Hammersmith, west London (Marketing, November 29, 2001).

The Carling Homecomings concerts aim to offer consumers the chance to see big-name bands such as U2 play exclusive gigs at small venues in the town where they started out. The first Homecomings concert, understood to be Jamiroquai, takes place next month. Carling has so far lined up two other gigs to take place in July and November.

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