The concerts, which are run by the Prince Charles-backed charity, will take place on 16-17 April at London's Earls Court and will feature acts including Alicia Keys, Beyonce and Jamelia. The sponsorship is part of Nokia's new strategy of targeting specific customer markets and will be backed by an integrated campaign including nationwide retail marketing activity and promotions. The deal includes extensive branding at Earls Court and the creation of two branded interactive zones. Nokia will also benefit from coverage by the event's main media partners, Channel 4 and Kiss FM. The Finnish mobile giant has been searching for a UK music sponsorship property since early last year.
- Client: Nokia.
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