Kew Gardens Retains Generate For Rebrand

Generate Sponsorship has been retained by the Royal Botanic Gardens, Kew (RBG Kew) to lead the rebrand of its famous Summer Swing concert to ‘Kew the Music’.

The concert, which has been taking place for over 25 years, is aiming to take on a new brand identity, whilst still retaining many of its original features. As part of this, the event will be seeking a new headline sponsor following working with Wines of South Africa for a successful three years. Benefits for a headline sponsor will include extensive branding, both onsite, in promotional materials and online, as well as tickets, hospitality, sales and sampling opportunities.

Along with the renaming of the event, Kew Gardens is aiming to increase the capacity from 6,000 to 8,000 on each of its five nights, and in turn attract bigger name artists to the event. Previous acts have included Jools Holland, Buena Vista Social Club, Gipsy Kings, Alison Moyet and quality tribute bands such as the Bootleg Beatles.

Andy Muggleton, Director at Generate Sponsorship, said: “ We will be looking to find a sponsor that embodies what ‘Kew the Music’ will be all about; fun, great music and summer entertainment. Partnering with ‘Kew the Music’ will allow brands the opportunity to engage with the show’s ABC1 demographic, as well as providing an association with Kew’s leading plant science and conservation work.”

Commenting on the reappointment, Nickola Savage, Head of Venue Hire and Commercial Events, said:  “This is an exciting year for Kew Gardens as we re-launch Summer Swing to ‘Kew the Music’ and begin the search for dynamic new sponsors. Having enjoyed six great years with Kumala and then Wines of South Africa, we are looking forward to exploring fresh, exciting avenues with our new partners.”

The west London venue attracts over 1.2 million visitors a year and is a UNESCO World Heritage site. Sponsor funding will directly assist RBG Kew to undertake its core plant science and field work projects on domestic and global levels, and is vital for Kew to meet its objectives for 2010 and beyond.