DRINKS COMPANY Mast-Jaegermeister UK has continued its partnership with All Points East (cap. 40,000), re-designing its JägerHaus venue at the event.
Jägermeister UK head of events Samantha Green says the venue, which has its own artiste line-up, attracted 60,000 attendances over the 10 days of the festival last year, as well as helping to boost the brand’s social media following to 51 million.
“We want everyone who comes to the JägerHaus to have a great time and enjoy the music, atmosphere and drinks,” says Green. “But from a business standpoint we measure engagement, dwell time and samples. We ensured the marketing campaign continued after the festival and fed into wider brand strategies across the company.”
This year the feature has been revamped with a Bauhaus theme, celebrating the German art movement which celebrates its centenary this year, while artistes performing include Gruff Rhys, The Vaccines and Fat White Family.
Headliners at All Points East include The Chemical Brothers, The Strokes and Bon Iver, standard tickets range from £67.35 (individual concert) to £163 (for the first weekend), while midweek events are free.