Zig-Zag strikes the right chord with NME and BFI partnership

Republic Technologies (UK) Ltd is set to partner with global media brand NME and the UK’s lead organisation for film, BFI, for a unique series of outdoor music and film events, in association with its market-leading ZIG-ZAG brand.

A key player in the UK’s £84.7m papers market*, the brand will act as the headline sponsor for NME’s inaugural film festival: ‘NME and BFI present CineJam in association with ZIG-ZAG’. The festival will see music and film collide for 10- nights throughout July and August at the Rooftop Film Club in Peckham, London.

Each event will begin with an intimate, open-air gig from one of 10 breaking acts tipped for big things. Films billed range from cult classics through to newer hits including Pulp Fiction, Whiplash and Trainspotting. The line-up of performances, featuring ‘under the radar’ bands and cult movies, has been curated by British indie pop band Bastille.

Pauline Warren, Marketing Manager at Republic Technologies (UK) Ltd, says: “The NME and BFI are synonymous with music and film in the UK and working with them, along with Rooftop Film Club, will hold huge appeal for our 18 – 34 year-old ZIG-ZAG consumers and drive awareness of our brand amongst our core audience.

“We look forward to working with them to deliver this unforgettable celebration of music and cinema throughout the summer.”

Romano Sidoli, Managing Director of NME, says: “This new event reinforces our commitment to NME’s new content streams, which now takes in film, fashion, comedy, politics, tech and more. Creating innovative experiences is a shared ambition of NME, BFI and Rooftop Film Club, and by partnering with a reputable brand like ZIG-ZAG, we’re confident that CineJam will hold widespread appeal as well as drawing in our core audience of 18 – 34 year-olds.”

The partnership is set to drive visibility of the ZIG-ZAG brand throughout the summer. Marketing support for CineJam will include heavyweight press and digital advertising via NME, CineJam and ZIG-ZAG branding at all events, and a programme of activity on the ZIG-ZAG website and social channels, including VIP ticket giveaways for CineJam events.

In addition to CineJam, a separate sponsorship agreement with Rooftop Film Club is to launch and will run throughout its Summer 2017 season. A 60 second ZIG-ZAG advert will run at every screening held at Rooftop Film Club’s four London venues, with branding for ZIG-ZAG to be present across Rooftop Film Club channels including the website, digital newsletters and on-site at each venue, alongside sampling activity. Retailers can look forward to heightened awareness of the ZIGZAG brand throughout the summer, driving sales of the tobacco accessories category instore.

Republic Technologies is urging retailers to ensure that they are stocking a broad range of RYO accessories, including papers, filters, matches and lighters to suit shopper needs.

Tickets for CineJam are on sale now at www.rooftopfilmclub.com/ london/cinejam priced at £15 each or £25 per person for a Rooftop Love Seat for two. Events will take place on the roof of the Bussey Building between 5th July and 30th August. All attendees must be 18 or over.

*IRI 52 Week MAT to 26 March 2017

REPUBLIC TECHNOLOGIES

www.republic-technologies.com

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