Vodafone has signed up as headline sponsor of the Summer Series music concerts at Somerset House.
The deal adds to the mobile operator’s burgeoning portfolio of musical events that also includes its TBA series, which culminates in the UK’s first live music awards, taking place in October. The awards show will feature performances from a number of artists from Vodafone’s one-off gigs that have been taking place throughout the summer.
The Somerset House concerts are a series of open-air events held each year at the London landmark. This year’s line up includes Divine Comedy, Robert Plant, Jose Gonzalez, Corinne Bailey Rae and Fat Freddy’s Drop.
Vodafone UK’s head of sponsorship Daragh Persse says: “The summer series is a fantastic addition to Vodafone’s live music strategy. It is becoming a firmly established element of the summer’s musical calendar.”
Separately, Vodafone is gearing up to launch a &£10m ad campaign to promote its latest tariff, which offers free texts and calls to pre-pay customers at weekends.
The campaign, created by JWT, breaks on Sunday and will run for nine weeks. It features the strapline “Where will your conversation take you” and will be supported by a microsite developed by Dare. OMD handled media planning and buying.