Cake aims to put Smirnoff at top of Glastonbury bill

Cake Media has been appointed by UDV to handle PR for its Smirnoff Ice promotional activity at this weekend’s Glastonbury festival.

Cake Media has been appointed by UDV to handle PR for its Smirnoff

Ice promotional activity at this weekend’s Glastonbury festival.



The agency was appointed without a competitive pitch only two weeks

prior to the event.



The appointment is for a one-off project to promote Smirnoff’s presence

at Glastonbury where it has constructed ’The Smirnoff Orbit’. The Orbit

is an 800-capacity tensile structure, housing a bar/club and featuring a

music lineup including DJs.



Cake’s brief is to maximise coverage for the Smirnoff brand. A team of

four PROs will be on site to organise interviews between journalists and

DJs and ensure pictures include Smirnoff branding.



According to account director Clare Craven the agency has concentrated

on media relations, including a viral campaign in chat rooms and on-line

news sites because of the short run-up period.



The agency was appointed by Smirnoff marketing manager Russell

Jones.



’Our aim is to generate positive word of mouth about the brand,’ he

said.



The PR work comes off the back of the appointment of Ground Control, the

production arm of the Cake Group, to build The Smirnoff Orbit.



The PR brief exists outside of the UDV-wide UK lead consumer agency

brief on which Countrywide Porter Novelli were appointed earlier this

month (PR Week, 2 June). Cake Media also carries out festival PR for the

V2000 festival, the Rizla Lounge and Xfm.



Leader, p8.



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