Continental Airlines goes to the Tower

Continental Airlines is to be headline sponsor of the Tower Festival 2009 in London as it seeks to engage with business travellers who are arts and music lovers.

Tower of London
Tower of London

The event is promoted by Harvey Goldsmith and AEG Live and the festival consists of 10 nights of music, arts and culture set in the surroundings of the Tower of London in September.

Acts from the world of dance, opera and classical music will participate and acts include Nigel Kennedy, Dame Kiri te Kanawa and Lesley Garrett.

The partnership and associated media activity was negotiated by Starcom MediaVest Group’s sponsorship division, SMG Plus. The sponsorship ties in with Continental Airlines’ plans to target key business travellers within London.

The aim of the partnership is to bring to life the Continental experience and promote the London Heathrow to New York/Newark route with its premium cabin brand BusinessFirst.

The event will include several New York themed spaces including VIP Bar area, an art gallery with interactive component, and a New York themed entertainment. Guests will also have several opportunities to win round trip BusinessFirst tickets to New York on Continental.

There will be a radio and online media campaign, which includes 40 second radio advertorials targeting London based listeners of Classic FM, beginning on Monday (10 August). Messages will drive them to an online site for an opportunity to win VIP tickets to the festival.

Mark Bergsrud, Senior Vice President of Marketing Programs, Continental Airlines says: “The naming rights sponsorship enables us to build upon our existing platforms of traditional and digital media, offering our consumers the chance for a more personal experience with our brand. The historic London setting offers us the perfect environment to talk more directly to our core customers about our London Heathrow to New York service, which was recently increased last year.

There has been a Tower Music festival since 2005 but the previous incarnation was devised with more broad appeal and featured pop stars.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here