Live Nation, which is behind the Hyde Park festival, hired LD following a four-way pitch. For the past two years LD has handled the PR of Hard Rock Café's sponsorship of the festival.
The agency's brief is to support Live Nation with ticket sales. LD will target London-based papers and regional television.
Claire Singers, LD managing director, admitted it was a challenge to promote a musical festival that is the same weekend as Glastonbury. Singers said LD will be driving home the message that people don't have to trek to ‘muddy Glastonbury' to see Bruce Springsteen.
LD has also recently won an account with Mojo Magazine's Mojo Honours music awards show.