Sterling Media to revive Brick Lane Curry Festival's reputation

Brick Lane Curry Festival has turned to Sterling Media to boost its reputation globally.

Revival: Brick Lane
Revival: Brick Lane

The two-week festival has been running for seven years, but did not take place last year.

Sterling Media has been hired following a three-way pitch to re-establish the event as one of the UK’s largest cross-cultural street parties.

It is particularly keen to show the festival can help define London as Europe’s curry capital, as well as attracting tourists to the local area.

Sterling Media will target a broad spectrum of national mainstream media including dailies, supplements, consumer weeklies, online, radio and TV. This will include the travel, event, business and food and drink sections, as well as generalist consumer sectors. In addition, Sterling will target the Asian media.

The festival runs from 27 September to 10 October. The launch event is expected to draw more than 60,000 visitors.

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