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    Posted September 1, 2015 by
    richt71
    Location
    london, United Kingdom

    How brands are cashing in on Europe's biggest carnival

     
    Notting Hill Carnival a 2 day carnival in west London, UK. It's held every August bank holiday for over 50 years and attracts over 1 million people to this street carnival over the 2 days. It's a heady mix of big brass bands, sound systems booming out thumping beats, whistles being blown, horns sounding and the string whifs of barbecue's smoking away!
    It has it roots in the Caribbean immigrants that wanted to party to celebrate their heritage. Such delights are jerk chicken, goat curry, rum punch and plantation are available from various food stalls set up throughout the carnival route. The carnival has attracted a number of community floats and business in addition to the small traders either that buy a pitch for the day or turn boats (on the adjoining canal) or front gardens into stalls. However many 'big brands' are seeing this as an opportunity to promote their brands with such large corporations like Ministry Of Sound promoting after parties, Supermalt having a 'chill out' zone and Colors having a paid float in the carnival.
    These brands know the power of not just being seen by the 1 million attendee's but also the possibility of being mentioned in the global media reporting from Notting Hill Carnival.
    Richard Tunnah owner of The Authority Man, a branding consultancy company said 'It is very clever positioning by these brands to not only be associated with a 'cool' event like Notting Hill Carnival but also in getting their name out globally via various media covering the carnival'
    As the event remains popular in the coming years more and more brands will be looking to be associated with Notting Hill Carnival especially by having a presence at the carnival itself. The challenge for the brands and the organisers is to keep the event current and cool. This is a particularly difficult challenge to the brands who want to be seen as cool without being too 'in your face' and turning carnival goers off.
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