Aviva has marked the success of a sponsored concert featuring singer Ella Henderson with an explainer video outlining the strategy behind its investment in the Manchester Aviva Studios.
On Monday (18 November), the insurer hosted an exclusive event as part of the Amazon Music City Sessions, at the North West England venue where it purchased the naming rights in 2023.
Tickets to the event were made available through ballot application only. The event was also successfully live streamed to a global audience.
Phoebe Barter, group director of brand and sponsorship at Aviva, explained that Amazon Music City Sessions offered the company the opportunity to bring Aviva Studios into homes of people across the UK and beyond.
“These live steam, one-off gigs, one-of-a-kind performances, bring the artists and Aviva Studios straight into people’s living rooms and, hopefully, encourage people to come and see the venue for themselves,” she said in a video update.
“We have two world class venues. Aviva Stadium and Aviva Studios and these are both one-of-a-kind ways to bring the brand to life for our customers, our clients and our colleagues. They are long-term commitments in both Dublin and Manchester.”
The insurance group announced its multi-million investment in 2023 in what it described as “the largest investment in a national cultural project since the opening of Tate Modern” which the aim to associate the brand with creativity, community and culture.
“We are incredibly proud of the positive social, economic and community impact that they [the venues] have,” Barter added. “It is extraordinary.
“The ambition, the scale, the flexibility of the space. Truly one of a kind. You don’t get this scale of ambition. The venue can host the most incredible entertainment gigs and shows and we are so proud of it, so come check it out.”