In 2018, AEG Presents launched All Points East, an innovative festival celebrating contemporary London, held in Victoria Park. This event spans six days of headliners across two consecutive weekends, complemented by free midweek content. Welcoming over 205,000 fans, All Points East has been acclaimed for its diversity, integrity, and quality.
As the festival approached its sixth year, a key focus was ensuring the perceived authenticity and fit of its partnerships. Our research suggests the APE fanbase align with brands targeting the 18-34 taste maker crowd, as they want brands to contribute back to their experience or support causes they care about. Recognizing this need, AEG devised an insight-driven sponsorship strategy, emphasizing collaboration with programming and holistic activations, and ensuring that partnerships were authentic and added value to the festival experience.
The approach involved working closely with partners to integrate their brands seamlessly into the festival environment, creating meaningful interactions with attendees. This included everything from branded stages and areas to interactive installations and exclusive experiences. By aligning with partners who shared the festival’s and the fans’ values and vision, AEG was able to deliver experiences that resonated deeply with fans.
The result was a series of partnerships that felt natural and enhanced the event. This strategy not only drove record revenue but also reinforced the festival’s reputation for quality and authenticity. Through these efforts, All Points East continued to stand out as a premier event in London’s cultural calendar, offering fans memorable experiences and setting a benchmark for festival partnerships.
