Designed by RPM, The Strongbow Rooms features zones dedicated to playing, chilling and dancing and features table football, a sundeck, bar and dancefloor, with music provided by DJs including Louis Osbourne and Martin Metcalf, plus the Strongbow residents.
The new experience replaces the former Strongbow Lounge and is designed to further the brand's visibility and credibility among 18- to 24-year-olds.
This year's events programme is backed by local on-trade promotions and a comprehensive PR and new-media campaign, including a dedicated website at . All activity is being managed by RPM.
Phil Pick, brand manager at Strongbow, said: "Music festivals have played a vital role in helping Strongbow become one of the UK's top 10 long alcoholic drinks in recent years. By providing a genuinely engaging festival experience, we have strengthened our credibility and recruited thousands of new drinkers to the brand."
After its debut at We Love… Homelands, The Strongbow Rooms will visit Godskitchen Global Gathering (July 26), Newquay Surf Festival (July 26–August 3), Pride in the Park (July 26), V Festival (August 16-17) and Creamfields (August 23).
According to Hugh Robertson, director at RPM: "After four years of festival sponsorship, the time is right to introduce a brand new festival experience to ensure Strongbow's image remains fresh and contemporary in this fast-changing market. This year's experience is heavily focused on the quality of the music and varying the range of entertainment on offer throughout each event. We've also extended the campaign with further on- and off-line exploitation to create a true full-service brand experience."
Strongbow is also planning another 14-week season in Ibiza from June, also managed by RPM.
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