Brahm PR to promote the UK’s first 24 hour musical picnic

Brahm PR has been appointed to promote the UK’s first 24 hour musical picnic, The Magic Loungeabout, which aims to offer an intimate and contemporary alternative to the summer festival scene.

Musically summed up as “folktronica by day and electronica by night”, the event is the first of its kind in the UK and will create a ‘grown up festival experience’ in the stunning surroundings of 11th century Newburgh Priory in Yorkshire on 30th August. The exclusive line-up of international live acts has been announced and includes Gary Numan, Morcheeba, The Egg and Pacific – Sweden’s answer to Air.

The event offers a stylish alternative for friends and young families who want to get away from the queues and overcrowding which are common at summer festivals, and features a custom-designed stage situated by the shores of the lake; overnight camping in the gardens or boutique camping packages; local, organic food from an on-site farmers’ market and storytelling for children in the ‘Magic Garden’.

Brahm PR has been appointed to raise the profile of the event amongst national lifestyle and music media, regional press and broadcast, as well as online.

Account Director Rachel Morgan said: “We’re really passionate about The Magic Loungeabout as a concept and believe it occupies a unique space within the festival calendar. There’s a fresh and exciting story to be told about original, boutique music events. Everything is in place to turn the traditional festival experience on its head. The positioning for the event is premium, exclusive and chic. We look forward to achieving significant share of voice for the event this summer.”

The team responsible for the event has worked on various renowned music events across the country, including The Secret Garden Party, and created their version of the ‘ideal stress-free festival’ using feedback from event-goers across the UK.

Event organiser, Simon Adamson said: “PR was always going to be central to our marketing mix and so we met nearly a dozen PR agencies during our selection process. We needed someone who shared our passion and creativity to take our unique message to live music customers. It was Brahm who stood out by a mile. They listened very carefully to what we wanted to achieve and then came back with a proposal that simply out shone the competition”.

Additional information can be found on www.themagicloungeabout.net