A PREMIERSHIP LAUNCH FOR CITY AND UMBRO
After a rather late night with some of Manchester’s best know music stars Ear to the Ground was up at the crack of dawn to deliver the global media launch for the new Umbro designed Manchester City shirt.
The event was held at cutting edge music venue the deaf institute and featured hyped new act Kid British. Front man Adio is a City fanatic and was the first person to wear an item from the new range as the band performed three tracks from their new LP; “if it wasn’t this it would have been football”.
Umbro and Manchester City appointed Ear to the Ground because they wanted to completely re-invent the concept of a shirt launch. Umbro and the club are keen to reconnect with the cultural heritage of the city and the engine room of the creative industries. As a result the event was more live music show than staid press conference.
A live performance peaked with a drop banner and the unveiling of the new City kits to the assembled media. Ear to the Ground was responsible for concept development, venue and artist booking, production and event management and branding.
The event forms a central pillar of the wider communications programme that incorporates a shirt seeding campaign, the setting up of a Foundation to support the creative industries and a major music event that will be announced on July 1st.