Music is a huge part of our store identity and supports the confidence, style and Britishness inherent in the Thomas Pink brand
BRANDS AND BANDS UNITE
Thomas Pink and GARY GO demonstrate the partnership potential between music and retail and what it means for today’s consumer.
Gary Go, a hotly tipped new artist for 2009, and Thomas Pink, an international luxury shirt brand, have teamed up to provide Thomas Pink customers with an exclusive opportunity. An exciting campaign is running throughout the month of May across the Thomas Pink estate which coincides with Gary Go’s new album release on the 25th.
Mood Media®, an international provider of music concepts to over 116,000 retail stores worldwide, acts as the conduit between the label and the brand. “We are continuously looking for ways that music can help create a powerful retail experience and are thrilled to have introduced Thomas Pink and Polydor records”, says Concept Development Officer at Mood Media®, Ben Curwin.
Gary Go was chosen as the best artist for the campaign as Thomas Pink were keen to support an exciting new artist that has the style and sound its customers would love. This music affinity campaign includes free Gary Go track downloads, point of sale promotions instore and extensive in-store airplay for Gary across Mood Media®’s music network.
Thomas Pink customers enter the prize draw on the dedicated page set up on its website and get the opportunity to win some amazing prizes. How does a weekend of pampering for two at an exclusive Spa, tickets to see Gary Go play live and, spending money for a shopping spree at Thomas Pink sound? “Jonathan Heilbron, Thomas Pink’s President & CEO comments; “We are thrilled to offer our customers something unique whilst also supporting a new British artist. Music is a huge part of our store identity and supports the confidence, style and Britishness inherent in the Thomas Pink brand.”
The synergies between brands whose target customers have a real passion for music and artists, such as Gary Go, who are breaking into new markets is an obvious one. “There is huge direct reach to the consumer via the high street through in store play and affinity partnership activity”, says Ben.
Gary Go, who is also the opening act for Take That’s summer stadium tour, comments “I am tickled pink to be rolling with Thomas”.
We think we will see more of these initiatives that generate great value for retail, today’s consumers and for the music industry itself.
