Music venues link up with e-cigarette brand

O2 academy

A leading brand of electronic cigarette is raising awareness of “vaping” through a partnership with club and music venue operators Academy Music Group (AMG) and Live Nation Entertainment.

The activity from Blu eCigs, the premium global e-cigarette brand, will see the use of e-cigarettes permitted at the companies’ venues across the UK.

Acting as their official e-cigarette partner, blu eCigs products will be sold at 15 clubs and music venues alongside exclusive advertising opportunities both on site and on their digital platforms.

The deal is to run until the end of 2016 and will take effect in venues in cities including London, Birmingham, Manchester, Bristol, Glasgow, Leeds, Sheffield, Newcastle, Bournemouth, Oxford, Glasgow, Southampton and Liverpool.

Jacob Fuller, chief executive of blu eCigs, said: “Academy Music Group and Live Nation venues host the world’s biggest music acts, so it’s the ideal opportunity for us to reach a huge audience of adult music fans across the UK who don’t want to continue missing their favourite songs to smoke and are now free to enjoy the pleasure of both, and without the tobacco smoke.

“With this partnership, blu continues to show our commitment to raising brand awareness and developing customer engagement and loyalty.”

Formerly called Skycig, blu eCigs are made using industry-leading technology and have a minimalistic black design with a bright blue light that glows with every draw. They are available as disposables or in two rechargeable kits, the blu Starter Kit and the blu Premium Kit, as well as the customisable Pro Kit (£19.99).

The AMG partnership is in line with other aspects of blu eCig’s marketing activity focused on the music and entertainment spheres. This includes sampling at music festivals and the blu music tour, which is currently travelling the UK, hosting free parties with UK dance acts including Mosca, Congo Natty, and Andrew Weatherall.

AMG, whose shareholders include Live Nation Entertainment, SJM Concerts and Metropolis Music, operates O2 Academy venues in Brixton and Islington in London, Glasgow, Newcastle, Liverpool, Sheffield, Birmingham, Bristol, Leeds, Oxford, Bournemouth, Leicester as well as the legendary O2 Shepherd’s Bush Empire in west London. AMG is also a majority shareholder in O2 ABC Glasgow.

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