Gatecrasher makes OMD UK its strategic promotions agency

OMD UK has been appointed by the super-club Gatecrasher as its

first strategic television planning and buying agency.



Gatecrasher, which has The Republic in Sheffield as its home venue, has

expanded its brand into worldwide club nights and merchandising. It is

seeking to up the ante against its rival brands, Cream and Ministry of

Sound, with this promotional burst.



Jonathan Allan, OMD's TV director, said: "This is a fantastic

opportunity to work with a growing club brand, which has strong

ambitions to develop its offering across a wide spectrum. OMD's

proprietary consumer insight capabilities and our experience in this

market persuaded the Gatecrasher team we could add value to their

business, from a strategic and delivery perspective."



OMD's initial work will be a project to launch the Gatecrasher Digital

compilation album, which will have a release date to coincide with an

all-night event at the NEC at the end of October. A line-up of famous

DJs, including Paul Oakenfold, Pete Tong and Danny Rampling, will lend

their gravitas to the event.



Live music will include the progressive house act Way Out West. A

spokesperson for Gatecrasher said: "The NEC looks like it's going to be

one of the parties of the year and the addition of Way Out West puts

Gatecrasher at the forefront of UK clubbing."



OMD and Sold Out Advertising will work together on non-TV communications

and Harry Monk will create the TV ads. The media schedule is likely to

include music and national press plus radio and posters.



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