LEICESTER IS THE MOST CULTURALLY DIVERSE CITY IN THE UK

LEICESTER IS THE MOST CULTURALLY DIVERSE CITY IN THE UK The Event Leicester is the most culturally diverse city in the UK The Leicester Belgrave...
Author: Sibyl Wilcox
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LEICESTER IS THE MOST

CULTURALLY DIVERSE CITY IN THE

UK

The Event Leicester is the most culturally diverse city in the UK

The Leicester Belgrave Mela festival began over 30 years ago and is one of the most popular and established free community events in England, attended by tens of thousands of people.

Described as a glittering mix of live music, dance, arts, culture, fashion and food, the unique outdoor spectacular South Asian arts & Indian cultural festival is the longest running of its kind.

Audience Profile & Reach

• The festival has an audience reach of over 100,000

• 86% of visitors in 2013 were from the South Asian community

• Over 80% attended the event with their family / children • A special thirty minute programme about the Leicester Belgrave Mela was broadcast to over a million homes in the UK

Did you know...

• The Leicester Belgrave Mela is famous for being the first event of its kind in the UK

• 55% of Leicester’s population are from ethnic groups, more than any other city

• Leicester has the most diverse mix of communities - including Gujarati, Sikh, Pakistani, Sri Lankan and Bangladeshi

Entertainment Stages Live Performances & Celebrities

The Leicester Mela is proud to have hosted exclusive appearances and performances from international artists including Bollywood singer Sonu Nigam, Star Plus serial actors from India, TV and West End star Preeya Kalidas, hit singers H Dhami, JK, Mumzy Stranger, San2, Sarika Gill, Jaz Dhami, Navin Kundra, 3Mix and Reenie, MOBO award winner Raghav, brangra princess Mona Singh, DJs the Panjabi Hit Squad & the Kray Twins, Team PBN and many more.

LIVE

MUSIC,

DANCE AND ENTERTAINMENT

Shopping Bazaar

THE UK’S

BIGGEST INDIAN

SHOPPING BAZAAR

Experience the flavours, sounds, smells, colours and chaos of an authentic Indian Bazaar in Europe’s biggest under cover market. This shopper’s paradise features fashion, jewellery, arts and information, plus a huge variety of delicious delicacies from across the subcontinent in our famous Indian Food Court.

Jalsa Art Zones We are proud to offer a whole host of FREE participatory arts activities for children of all ages. Ranging from Rangoli art and henna, to block printing and puppet making, the Leicester Mela Art Zones attract hundreds of families every year.

Fun Fair

It just wouldn’t be the Mela without all the fun of the fair! Join Billy Bates & Sons for action packed rides for kids of all ages.

By the community, for the community

The event is the biggest community Mela in the country. Last year, over 1000 participants from community, voluntary, arts and youth groups, as well as schools and members of the general public had the opportunity to perform or take part at the festival.

Celebrate with us! Why get involved? •





A unique opportunity to access and promote your products, services and branding to the ethnic sector, mainstream audiences and niche markets like never before Work in partnership with an internationally recognised festival Supporting and providing a platform for the community

• The opportunity to talk face to face with your target audience •

UK and worldwide television coverage on Star Plus

Testimonials

Sandicliffe Ford: “The event helps us get out into the community to promote our products and services. Having our branding on the main stage, website and flyers means Sandicliffe Ford is now synonymous with the event and recognised for supporting the community.” - Nik Gokani Tilda: “Each year the festival provides us with the ideal opportunity to promote and market our new and existing products to traditional Asian and mainstream audiences.” - Nainesh Vadera

Star Plus: ‘a landmark in the UK Asian event calendar… which allows us to promote our channels to huge crowds and diverse communities like no other.’ O2: At the 2013 Leicester Mela festival, engaged with more of their target customers than at any other Mela festival, resulting in the company giving out more of their international SIM cards than at any other summer event.

Exclusive Media Partners The Leicester Mela is the ONLY festival of its kind to have ALL of these Media partnerships:

• Star Plus – Officially the UK’s number one Asian television station. They film and broadcast a special show about the festival to millions of viewers worldwide, featuring high profile celebrities and interviews with our sponsors

• BBC Asian Network – The UK’s biggest Asian Radio station who provide a huge amount of publicity and promote the festival continuously on air and online

• Sabras Radio – The most popular Asian Radio station in the Midlands advertises the festival to thousands of listeners in Leicester and beyond

Last year’s festival was also featured by a huge number of mainstream and ethnic media outlets including: • Television: BBC and ITV

• Radio: BBC Radio Leicester, Demon FM, Takeover Radio and Radio 2Funky

• Press: Times of India, The Sunday Times, Leicester Mercury, Pukaar News Magazine, The Link • Online: BizAsia.co.uk, Pukaar News, BBC Online, This is Leicestershire Get Social!

Leicester Mela has thousands of followers on Facebook, Twitter and other social media, as well as one of the most popular Mela websites in the UK.

Title Sponsorship 2 Exclusive Title Sponsorships Available

• Title sponsorship of the Leicester Belgrave Mela event means your company / organisation is presenting the event – ‘ Your Company’ presents The Leicester Belgrave Mela





Worldwide television coverage and an interview on Star TV





Featured on all commercial radio campaigns (including Sabras Radio)





• • •

Exclusive Stage Sponsorship – Prime location branding on the main stage is reserved exclusively for our festival’s Title Sponsors

Exhibition / promotional stand in prime locations to demonstrate product / services

Prime location full page, colour advert in the official event brochure

Company logo / advert and click through on the official Leicester Mela website Company logo / acknowledgement as title sponsor on all print promotional material, including posters and flyers



Acknowledged by stage presenters as Title Sponsors of the event and guide public to your exhibition / promotional stand throughout the day

NEW! Exclusive Artist Interaction – opportunity for artists and celebrities to take part in exclusive backstage meet and greet with competition winners / fans / specially invited guests from your promotion Sponsorship package can be individually customised to meet the needs of your organisation

Associate Sponsorship Sponsors •

• • • • •

• •



Associate sponsorship of the Leicester Belgrave Mela event means your company / organisation is synonymous with the event - e.g. The Leicester Belgrave Mela in association with ‘your company’ Banners / pop-ups on Entertainment Stage – the main focal point of the event Worldwide television coverage on Star TV.

Exhibition / promotional stand in prime locations to demonstrate product and services

Sponsor will be credited on all commercial radio campaigns (including Sabras Radio) Full page, full colour advert in the official event brochure

Company logo / advert and click through on the official Leicester Mela website

Company logo / acknowledgement on all print promotional material, including posters and flyers Acknowledged by stage presenters as Associate Sponsors of the event throughout the day

Marketing & Promotion Marketing Package

• Your company / organisation will be credited as a partner of the event •

Exhibition / promotional stand to demonstrate product / services in the Mela Bazaar



Acknowledged by Stage Presenters as sponsors of the event



Credited on all commercial radio campaigns (including Sabras Radio)

• •





Banners / pop-ups located at the event Advert / logo in event brochure

Company logo / advert and click through on the official Leicester Mela website Company logo on all print promotional material

Exhibition / Promotion Stand •



Prominent exhibition promotional stand to demonstrate product / services

A variety of sizes / locations available

Event Brochure Advert

Over 10,000 full colour souvenir programmes will be produced to commemorate this year’s event. These free event brochures will be distributed to the public on the day of the festival and door to door across the city in the weeks leading up to it.

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