Fuller’s craft lager brand, Frontier, recently revealed the details of its summer 2017 partnership with Time Out London, set up by media agency UM London. The new partnership combines Frontier’s core passion points of music, food and drink with Time Out’s status as the leading global media and entertainment brand that inspires and enables people to make the most of the city, to demonstrate Frontier’s commitment to provide Londoners with access to all the great events going on in the city this summer.
As part of the partnership, Frontier’s campaign uses Time Out’s multiple touchpoints including digital, social, magazine and Live Events. Kicking off the campaign on Tuesday 4 July this week was a cover wrap in Time Out’s latest magazine issue with magazine displays, advertorials, social media, sponsored blog posts and high impact digital takeovers all included as part of the partnership. The campaign all leads up to the bespoke and unique Live Event created by Time Out for Frontier to end the summer in September: a rooftop BBQ with free drinks and restaurant quality food. Furthermore, Time Out has created an inspiring tech feature for its website called the “Frontier Finder.” The Finder will recommend the best events in your area in London, based on the answers to a short questionnaire.
This campaign follows a successful schedule of events for Frontier in 2016. With this year’s media partnership with Time Out, Frontier will make sure everyone in London knows about and, more importantly, can get involved with its packed events schedule in 2017. This year’s line-up includes events such as the Percolate, Sunfall and Alexandra Palace festivals, to name just a few.
Lesley Stears, marketing manager at Frontier, said: “This partnership forms the core of our plans for the summer and we needed to work with a media brand that was known, engaged with and respected by our audience. UM London’s expertise helped us to sculpt the ideal campaign with Time Out London, working to make sure our 2017 activity is even better than last year.” Alex Vale, business director at UM London, added: “Matching brands with the right media partners is about both art and science. In this case, Frontier and Time Out London share both a common audience and an appreciation for the great nights out available in the capital. Craft beers and lagers plus music and great food all go perfectly together.”