Notting Hill Carnival is seeking new sponsors for “bespoke packages” at the annual event, which takes place over the August Bank Holiday weekend.
The carnival is planning to shift away from its traditional approach of offering a selection of street media such as lampposts and billboards to sponsors by offering a series of opportunities tailored to brands. The initiative is being led by Michael Williams, the carnival’s marketing director.
Williams suggests that brand could get involved with events such as Costume Splash, where the outfits for the carnival are premiered at Alexandra Palace the week before the event. Similarly, on the Saturday of carnival weekend, a steel band competition called Panorama in Hyde Park takes place, which Williams says would suit a family-friendly brand.
Also on offer are the usual sound stages and corporate hospitality sites, which can be branded, but this year it is also offering parks and green spaces in the local area. Williams says he is already in advanced negotiations with two major drinks brands and expects to have a number of other brands signed up over the next few weeks.
The event has a new website and glossy magazine, which has been developed by Pride Media. The magazine will be available during the carnival with 100,000 copies due to be printed.
Thelondonpaper is publishing a series of official listings, which will come as pull-out sections of the free newspaper the week before the carnival.