Momentum activate TAM Airlines' Sponsorship at London Music Venue Koko

LONDON – Momentum have created a bespoke campaign for TAM Airlines, an official sponsor of the Maria Rita European tour with the UK gig being held at the London music venue Koko in Camden on the 18th May 2010. The tour is part of the 7th edition of Tensamba Festival which, since 2004, has been responsible for promoting part of the Brazilian cultural scene in Europe.

Maria Rita first performed in London in 2008 at the Barbican Centre and is one of the most successful singers in contemporary Brazilian music. Initially gaining celebrity status in 2003, with a self-titled debut album earning her both critical and public acclaim worldwide she has also won numerous awards in Brazil, six Latin Grammy Awards, including Best New Artist in 2004 and was nominated for the BBC Radio 3 Awards for World Music in 2008. The daughter of the late Elis Regina, one of the most loved singers in Brazilian history, she has a distinctively jazzy vocal style and could be considered as the Norah Jones of Brazilian pop jazz/bossa nova.

The campaign created was inspired and based on an interview Momentum had formulated with Maria Rita. Momentum have created a competition to win flights to the star’s favourite destination, Recife. During the evening, brand representatives will hand out competition postcards and TAM Airlines branding will be seen along with video footage in the reception areas.

Additionally to sponsoring the Maria Rita London gig and activating on site, Momentum have also created a VIP area in celebration of TAM Airlines recently joining the world’s largest airline alliance, Star Alliance. 100 VIP Star Alliance guests and TAM Airline associates have been invited.

Jim Robinson Account Director at Momentum London said, “Maria Rita is one of the biggest singers to come out of Brazil and with TAM Airlines as the flagship carrier – it made absolute sense to capitalize on her success and encourage her to be a representative of TAM Airlines. Brazil’s festive culture is so well known, we want to celebrate with Maria, TAM and London. I’m very much looking forward to the show.”