Regal Afro Beat Party


Launched into the Nigerian market in 1983, REGAL has over the years, maintained its dominant position in the gin category, with a diverse range of sizes and variants
As part of its aim to promote the brand, drive appeal and increase its market share, REGAL sponsored the 2019 edition of the Afro Beat Party – an annual musical concert to celebrate the ascension of Nigerian music legend, Fela Anikulapo Kuti



Afro Beat Party 2019


Event Sponsorship


Develop and execute an effective PR campaign for the Regal Afro Beat Party 2019 to:
  • Effectively communicate Regal as the official sponsor of the 2019 edition of the Afro beat Party.
  • Drive awareness and build up excitement for the event, leveraging the involvement of the brand.
  • Amplify event outcome across relevant media platform to increase TOMA, leveraging all associative benefits with Afro beats/Fela.


  • Without a box was responsible for all media coverage and amplification of all communication materials for pre, during and post event.
  • Recruited social media influencers to publicise the event and drive traffic to event venue.
  • Audio visual coverage of event highlights and consumer feedback for media exploitation


  • Event outcome was successfully amplified across relevant media platforms, leveraging the associative benefits with the legend Fela and other notable artistes at the concert.
  • Increased media visibility for brand, both online and print.
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