After a three-year hiatus, V Festival is returning with a three-part TV special on ITV2 this month.
The broadcast TV show, to be hosted by Maya Jama and Joel Dommett, will be headlined by Olly Murs, Anne Marie and Dizzee Rascal.
The V(irtual) festival – a partnership between Virgin Media, ITV and Manning Gottlieb OMD, and produce by Twofour Broadcast – aims to help music fans enjoy the summer by staying connected despite the pandemic. Aside from live music, it will feature artist interviews and interactive content, including festival food hacks, to bring festival vibes to revellers' homes.
Tin Man is helping to launch the festival through a blend of strategic media relations and news. The agency is working alongside Adam & Eve/DDB, TwoFour and Manning Gottlieb OMD to deliver an integrated campaign spanning traditional media, social, TV, radio, digital and paid.
“We are delighted to be working with Virgin Media to play our part in bringing the festival season back this summer,” Tin Man founder Mandy Sharp said. “Connecting people to one of summer’s most iconic experiences again, from the comfort of their own living rooms, is a triumph for Virgin Media and we are excited to be involved in this ground-breaking move.”
Cilesta Van Doorn, executive director of brand and marketing at Virgin Media, added: “Festivals are a catalyst for connecting to each other, and they’re often social events as much as they are musical. Although we can’t flock to the fields physically this year, we’re so excited to enable people to stay connected not only to incredible live music, but to their friends and families online too.”
Virgin Media’s V Festival 2020 will air on ITV2 from 21-23 August.