In pictures: Barclaycard gives revellers a Better View at British Summer Time

Barclaycard activated its headline sponsorship of British Summer Time festival (18-29 June) with an exclusive flight experience, fairground and VIP area.


Working with Heart Productions, the brand resurrected its #BetterView installation, which took its customers on a flight 100 feet in the air. Guests were provided with a view of the London festival, Hyde Park and the city skyline.

Guests to the experience could book their slot on #BetterView at the Barclaycard Perk Park, a fairground featuring circus ringmasters, music and a giant wheel that when spun, could provide festival-goes with prizes.

The financial brand's VIP experience was themed around a live garden complete with water features, floral installations and foliage. Here, Barclaycard's invited guests were offered an exclusive experience away from the main stage.

Dan Mathieson, head of experiential marketing and partnerships at Barclaycard, said: "Heart has once again delivered an outstanding activation and we are delighted with the experience provided for our guests and customers."

Marc Smith, chief executive at Heart productions, added: "It's a great privilege to work with Barclaycard on another exciting year in Hyde Park."

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