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.