La-Z-Boy UK’s involvement at a summer music festival has seen it nominated for an award.
It has been nominated in the Best Brand Activation category of the UK Festival Awards for its work with Kendal Calling, held in Cumbria in July.
La-Z-Boy sponsored the Picture House cinema tent at the sold-out event. The partnership included creating Best Seats in The House, a VIP area in the cinema tent featuring a number of La-Z-Boy power reclining sofas for guests to enjoy. The brand also positioned sofas across the festival site, including the VIP bar, quiet tent and artist backstage area.
The manufacturer ran a social media campaign and competitions both before and during Kendal Calling, including a festival tickets giveaway where the winners could enjoy a VIP experience in the Picture House. There was also the opportunity for festival goers to win their own La-Z-Boy sofa.
A post-event survey of visitors found that La-Z-Boy was the second most remembered festival partner, during prompted recall.
‘We are delighted that our work with Kendal Calling has been recognised with this award shortlisting. Kendal Calling was a great opportunity for us to connect with our target market and allow them to find out more about the comfort and luxury they can enjoy with a La-Z-Boy product,’ says Natasha Shillingford, La-Z-Boy International brand marketing director.
‘Throughout the festival’s history we’ve had a very successful track record of working with brand partners. We always ask ourselves two questions: does this fit with our audience and will the partnership add value to the customer experience? On both counts La-Z-Boy’s partnership was answered with a definite Yes and we’ve loved working with the team to bring our collective ideas to life,’ says Jon Owen, Kendal Calling partnership director.
