Pennsylvania-based GNC Holdings recently partnered with the Bonnaroo Music & Arts Festival, to be held June 11-14 in Manchester, TN. As part of the partnership, GNC will execute a multi-faceted strategy that consists of on-site experiences, outbound media and GNC support, before, during and after the festival.
At the festival, GNC will occupy a 60-by-40-foot footprint called LIVE LOUD Live Well powered by GNC, located within the front of house area, known as Centeroo, that will include a 40-by-40-foot enclosed tent, as well as a 40-by-20-foot outdoor patio space. In addition, GNC will also be the presenting partner of the festival’s third annual Roo Run, a 5K race.
“As a global leader in health, wellness and performance products, it is only natural that we partner with the Bonnaroo festival, one of the music scene’s leaders in celebrating a healthy and positive lifestyle,” said Jeffrey R. Hennion, executive vice president and chief marketing & e-commerce officer of GNC.”
New York-based Superfly, the co-founding company behind Bonnaroo will be the force behind activating GNC’s on-site space titled LIVE LOUD Live Well powered by GNC. The indoor space will feature a GNC product sampling and sales bar, where attendees will have the opportunity to try a multitude of GNC products.