Music title NME is to partner with relaxation drink Marley’s Mellow Mood to host a series of live music events.
The acoustic events will promote the stress and tension relieving properties of the new drink, with gigs taking place on Sunday afternoon at vanues in Camden, Manchester and Glasgow.
Artists include Lucy Rose, who will sing at the Lock Tavern, Camden, The Heartbreaks at Night & Day Café in Manchester and Rachel Sermanni at Brel in Glasgow.
A number of advertorials, live adverts and editorial in NME will promote the six-week campaign alongside online takeovers of NME’s website.
NME Radio will also introduce ‘Chilled Sunday’, a Sunday morning music show.
Rob Hunt, head of creative media at IPC Inspire men & music, explained: “These gigs are a perfect way for our audience to relax after a hectic week’s gigging. We built this idea based on the Marley’s Mellow Mood strategy of enhancing chilled moments and our complete cross-media exposure really brings the campaign to life.”
Marley’s Mellow Mood brand manager John Mulvey added: “The multi-platform NME proposition really works for us. These acoustic gigs really showcase the unique properties of Marley's Mellow Mood. NME found the right bands, great venues and amplified our campaign across their portfolio - print, digital, radio, even social media - integrated in the truest sense of the word.”