T on the Fringe was a key event in Tennent’s Lager’s music programme, building brand stature by creating a contemporary music strand at the world’s largest arts and cultural festival throughout August in Edinburgh.

Working with partner DF Concerts, T on the Fringe programmed over 60 acts in 7 venues over a four week period, creating opportunities for Tennent’s to engage with over 100,000 potential consumers via brand and product experiences. My role was to activate the sponsorship across multiple channels including PR, branding, event experience, and also ensured high visibility and product quality was delivered in all venues.