Tent London 2014 Sponsorship Deck
What is tent London? The largest of the hubs that anchor the London Design Festival. • • • • •
Contemporary Design Exhibition for furniture, lighting, interior products and more In its 8th year 4-day event 21,000+ visitors from 57 countries 290+ Exhibitors from 29 countries
What is the London Design Festival? Aggregator of city-wide design events. • • •
An annual week celebrating and promoting contemporary design. Over 300 events during the Festival; including trade shows, exhibitions, talks and workshops. Attracts 350,000+ UK & international visitors.
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Tent London is the largest East London hub of the Festival, occupying the Old Truman Brewery off Brick Lane, and is the go-to destination for LDF visitors to get their design fix in one place.
Who Exhibits? •
Over 200 established independent designers, companies and studios. See Examples here >>
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Annual country shows, organised by Embassies and trade organisations. See Examples here >>
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Globally recognised design brands. See Examples here >>
What you will see • • • • •
Furniture, lighting, textiles, ceramics, accessories & product Brands Design Art Batch Produced New Collections
What you will see
Who visits?
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21,000 UK & International visitors ‘AB’ Visitor Demographic From 57 countries 82% Design trade visitors 18% Paying design-savvy consumers 8,449 pre-registered to attend (remainder was on-the-door ticket sales) 1,200 International Design and lifestyle press register to visit 540 visited the press office in 2013 Average duration of visit: 2.5 hours
Visitor testimonials
“The show introduced me to some clever designers and companies with innovative products perfect for my projects.” Blacksheep
“A showcase of emerging design talent… a thriving hub of entrepreneurship” Financial Review
“Delight in design diversity at Tent London” Elle Decoration
"Tent London is akin to an Aladdin's cave of stylish and inspiring designs” brightbazaar.blogspot.co.uk
“One of my favourite shows at LDF and this year might just have taken the top spot.” Design Milk
Exhibitor testimonials
“A fantastic launch pad for my new collection. I’ll be back next year … it was a great show!” Sue Pryke
“Tent is a fantastic marketing tool for promoting the brand and engaging with the design industry.” The Galvin Brothers
“I am so grateful for the amazing PR campaign you guys provide and to have seen the effects it had for me. All the social media mentions, web site profile and the images in Tent paper have been noticed by so many people and I received a substantial amount of interest only from that!” Vanja Bazdulj
“The atmosphere was brilliant and I found myself engaging with all the right sort of clients going east to launch my practice was the best decision I've made.” Lee Borthwick
Press
“Tent London this year was truly the place for poetic experiences."
Barbara Chandler, Design Writer for Evening Standard and Homes & Gardens
“The euro zone has no shortage of inspiration with problem solving. Tent London, a showcase of emerging design talent in East London’s Old Truman Brewery, is a thriving hub of entrepreneurship in a time of landmark youth unemployment.“ Anna McCooe, Financial Review
Case study >> Sponsor: The British Plastics Federation Aim: To engage designers in polypropylene. Our plan: Get a named designer to work with and highlight new uses for the material. Outcome: Polypropylene chair by Tom Dixon ‘Great Chair Grab’ giveaway at Trafalgar Square, 700 chairs we given away in 7 minutes! PR Value: £10m
Case study >> Sponsor: “new” Fiat 500 Aim: Soft launch of the Fiat 500 Our plan: Explain the concept of interaction design through an installation using the car, which was developed through interaction with the public (mostly Italian). We mirrored filmed the windows of a gallery, the car was placed in the centre. The film was neutralised by bright lights for 1 in every 6 seconds allowing passers by to see the car briefly. Outcome: Little less soft launch than planed - went viral! PR Value: £500,000
Case study >> Sponsor: Workspace Group Aim: Draw attention to the design values of their shared work space rentals to attract the creative industries as tenants. Our plan: Ran a design competition to design and build an architecture pavilion during the LDF. Essentially enabling the creativity of the target audience. Outcome: Urbantine Project was born, 700 applicants from 15 counties. We have never worked on anything more successful and we are happy to say so. Value: 6,000sq foot of office space rentals were attributed to the project by the client with an ongoing value of hundreds of thousands per year. Sometimes it’s cash not PR value that counts!
Case study >> Sponsor: Sony Xperia Aim: The client wanted to place their B2B product launch within a design lead environment. They invited their retail partners to visit their product launch in Tent London, giving a point of difference from other mobile phone launches. Our plan: We provided them with a great space through which all our visitors passed and invited a Japanese motion graphics company to produce a projected installation powered by the new Xperia. Outcome: Inspired retail partners who looked forward to receiving and selling the next generation Xperia. PR Value: Difficult to measure inspiration.
Case study >> Sponsor: Intel Aim: Explain intel as a creative brand. Our plan: Introduce Intel as more than just a technology giant. Outcome: ‘Remastered’; an exhibition which explores the relationship between art and technology, and celebrates its role in inspiring modern creativity. Designers were invited to reinterpret some of history's greatest masterpieces, with the fusing art and technology as the driving force. PR Value: £250,000
Case study >> Sponsor: UKTI Aim: Create a micro-show in an 800sqm Gallery Space in Tent London to engage visitors in accessible digital design. Our plan: After a call for applications, Tent Digital gave a platform to 10 design brands enabled by UKTI to exhibit their digital installations and products. Outcome: Over ÂŁ62,500 in exhibitor sales attributed to Tent Digital and new ongoing business relationships forged. PR Value: ÂŁ120,000
Case study >> Sponsor: Crafts Council Aim: Run and manage Origin, the Crafts Council’s annual craft show, presenting 200 craft makers. Our plan: Move Origin from Somerset House to Old Spitalfields Market; move Origin from June to September, where it is re-contextualised within the LDF, and thus introduces craft to a new design audience. Outcome: Saw visitor numbers rise, exhibitor applications peak and craft reach a new audience. Tent London have been the only out-sourced company to run an event for the Crafts Council. Marketing Budget: £150,000 Sales made by makers: £1,200,000
Case study >> Sponsor: Nokia Aim: Introduce craft to a new design audience at Origin, the Contemporary Craft Fair. Our plan: The Nokia Design team were approached to enable this unique opportunity as they were interested in establishing a compelling new definition of craft in the modern product experience. Outcome: ‘Lux Craft' a lighting micro-show within Origin. Nokia’s support enabled us to give 10 craft makers the opportunity to engage a new audience of architects and interior designers to craft, who are looking for ambitious high-quality commissioning opportunities. Outcome: Lux Craft offered visitors the opportunity to experience craft in a different scale. PR Value: £220,000
What are we looking for?
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A sponsor with a shared demographic fit. Building a relationship with longevity, with the prospect of mutually adding brand value and interest. More than just logo placement. An aspirational brand for Tent exhibitors. A great team of people to work with to create a challenging experience. Brands with a genuine interest in enabling designers both financially and creatively.
what’s the opportunity? • • • •
To be seen as a supporter of design, and enabler of the project and/or individual designers. Co-creating a project with Tent London will align your brand with the most creative, thought provoking and consistently successful event of the LDF. Access to London’s influential design community; Tent has typically attracted early adopters who are looking for the next new thing on the design and lifestyle scene. To have brand presence and content across all Tent London platforms: on-site, press coverage, print, on-line, social media & more…
What’s the opportunity?
Whatever you want it to be! Together we can co-create a project which connects you to the design sector in the London Design Festival.
On-site Presence 21,000 visitors may see or experience your: • • •
Branding on entrance Stand / Gallery Space Inclusion in Talks Program
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Branding on printed collateral, visitor wristbands and bags Logo on Private View invitation
Newsletter Newsletter
inclusion
Sent 1x fortnightly from now-May; 1x weekly JuneOctober to 37,000+ trade contacts • • • • •
Media Partner logo credit in every newsletter Banner inclusion x1 Feature story inclusion x1 Dedicated newsletter x1 Solus mail x1
Website inclusion Average 15,309 unique visitors monthly; reaching 152,476 visitors in September. • • • • •
Logo on homepage Partner profile Banner advert (shared with other partners) News post x1 (about project / exclusive partnership) Unique page x1 (about project / exclusive partnership)
Show guide profile Distributed FOC to 21,000+ visitors • • •
Full page advert for partner Media Partner logo credit Show Guide wrap or insert
Social online relationship Regular tweets, re-tweets, posts, like’s and photos about relationship and event. • •
Twitter: 18,000+ Facebook: 3,500+
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Pinterest: 1,500+ Instagram: 54 (and growing!)
Extras…
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Reader Offer / Ticket Giveaway Press Releases Sponsors VIP Passes and access to VIP area London Design Festival news post promoting Media Partner relationship
Next steps
Allocate your existing marketing budget to enable this project, and create a unique design-led experience. The Tent London team are well versed working with international companies to create a unique profile for you and your brand. We want a genuine collaboration, with a sponsorship agreement over and above logo placement. We would love to arrange a meeting with you to discuss the opportunity further.
Thank You for your consideration Sponsorship Proposal
www.tentlondon.co.uk +44 (0)20 7739 5561 Jimmy MacDonald, Founder & Director jimmy@tentlondon.co.uk Megan Taylor, Marketing Manager megan@tentlondon.co.uk