1) We owned the venues – we created a ‘LOTW’ stage backdrop. We also kitted out the acts in Levi’s product, all the staff at the venues wore Levi’s and had postcards and posters of previous/future events.2) Monthly editorial in key music magazines and websites has been backed up by advertising that has supported, ‘The Best of 2005 Tour’.3) In Levi’s stores gig posters, postcards, listening posts and ticket competitions broadened the reach of the events.

For an investment of less than £200K we have taken ‘LOTW’ through press, online, retail, venues, on tour and on TV. The value of which has been tenfold. 23% of all 15-24 year olds now link Levi’s with nurturing new music and have, in their eyes, made Levi’s cool again.