Today (on 17 May 2023), the flag carrier of the UK, British Airways (BA), revealed an exciting collaboration with American Express and presents BST Festival.
The premier summer music extravaganza organized by AEG Europe, delivering an unmatched live music experience to the heart of London.
British Airways with American Express BST Festival
BA will assume brand ownership of the Rainbow Stage at the festival as part of their sponsorship. Further providing festival-goers with a captivating experience.
Moreover, this partnership will create a new two-story bar featuring a premium section, along with an immersive 360° photo opportunity where fans can virtually transport themselves to their dream travel destination.
In an effort to make American Express presents BST Festival more inclusive, British Airways will also present the cinema screenings at Open House.
These screenings will be open and free to the public during the weeks between concerts. Film enthusiasts will have the chance to unwind and indulge in the airline’s exceptional hospitality. As the British Airways cabin crew ensures their comfort by offering refreshments and snacks.
LS Events, the esteemed production company behind American Express presents BST Festival, will collaborate closely to integrate these activations into the broader event setup seamlessly.
This partnership guarantees that the activations will be thoughtfully and harmoniously incorporated into the festival experience. Subsequently, creating a cohesive and immersive environment for attendees.
Executive Insights
In the words of Hamish McVey, Director of Marketing at British Airways, “We are thrilled to join forces with American Express present BST, an event located right at our doorstep in London. Being part of such a significant occasion in the capital is truly fantastic. We eagerly anticipate offering festival-goers a taste of our exceptional customer experience this summer.”
He further added, “Embracing the spirit of celebrating the festival season is inherently British. Our collaboration with American Express makes BST a perfect match. Further, we continue to support our valued British Original customers and colleagues.”
Jim King, CEO of European Festivals at AEG Presents, expressed his excitement about the partnership, stating, “American Express Presents BST is globally renowned as one of the premier festivals. Subsequently, featuring top-notch performances year after year. We are delighted about our new alliance with British Airways, known for their outstanding hospitality and experiences. Together, we aim to enhance the enjoyment for the 550,000 fans attending BST this summer.”
The collaboration between BA and AEG Global Partnerships, the entity responsible for managing sponsorships across AEG’s worldwide portfolio, has given rise to this partnership.
The upcoming festival is scheduled to take place from Friday, June 23rd, to Sunday, July 9th. It will showcase a lineup of renowned headliners across three weekends.
The stellar roster includes Guns N’ Roses, BLACKPINK, P!nk, Lana Del Rey, Billy Joel, Bruce Springsteen, the E Street Band, and Take That.
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