NEWS RELEASE – For Immediate Release

Date: 20th November 2013

BEcause and Woolworths ‘Bring Christmas Together’ at Australia’s Largest Carols

BEcause Brand Experience has been appointed by Woolworths to activate their sponsorship of Australia’s largest, free Christmas concerts, Sydney’s ‘Woolworths Carols in the Domain’ and South Australia’s ‘Woolworth’s Carols by Candlelight’.

Woolworths has been involved with the Carols in the Domain since 2005 and has seen the event grow from strength to strength. Last year was the 30th anniversary of Carols, 40,000 people attended the event, which saw it reach the largest attendance numbers in history for any event held at this venue. This is Woolworths 2nd year sponsoring South Australia’s Carols by Candlelight.

“Woolworths is thrilled to continue our support of the Carols concerts. It’s a fantastic chance for us to celebrate the festive season with families and bring to life our Christmas theme of Bringing Christmas together”, said Rebekah Earp, Head of Community & Sustainability, Woolworths.

“We were delighted with the creative concepts BEcause presented in response to the carols brief. They have cleverly weaved together our Christmas theme with an activation that we are sure will resonate with concertgoers”, she added.

The ‘Bringing Christmas Together’ theme will be brought to life by the BEcause brand experience team across multiple onsite activations with the focal point being the Woolworths dome.Within the dome children will have the chance to get crafty decorating Christmas gingerbread men, have their photo taken with Santa and pick up tasty Woolies Christmas treats.

The Woolworths dome will be supported by roaming Elfers (Woolworths little helpers) who will bring the Christmas cheer by providing giveaways and helping visitors to carry their picnics into the concert. Event attendees will also have the chance to sample WoolworthsChristmas Gold range and take inspiration from cooking demonstrations acrossthe day.

Meredith Cranmer, Managing Partner at BEcause Brand Experience, said, “We are incredibly proud to be working with Woolworths to activate such a fun and family focused event. It’s a great opportunity for Woolworths to bring to life all the Christmas cheer that is happening in store and to engage directly with families”

BEcause were appointed by Woolworths to bring to life the carols sponsorships following a competitive 3 way pitch.

ENDS

For high res images, media interviews or further information, please contact:

Samantha Dybac - Sammway M: +61 411 251 373 E: sjdybac@sammway.com.au

About BEcause Australia:

BEcause Australia is an integrated brand experience agency, head office based in Sydney. The agency helps brands build trust, trial, sales and loyalty via smart experiential thinking and clever activations that deliver impressive ROI.

For further information about Woolworths Carols in the Domain and Carols by Candlelight:

http://www.carolsinthedomain.com

http://www.adelaidecarols.com.au

About Meredith Cranmer, Managing Partner BEcause brand experience, Australia:

After spending five years in the London office where she directed a number of award winning campaigns, Meredith relocated to Australia in 2011 to establish the Australian office of BEcause. Her international marketing knowledge combined with a passionate belief in live brand experience provides the perfect platform for her as head of global expansion. In a short space of time Meredith has grown the business to include a number of full time employees and she recently launched the promotional staffing & activation division of BEcause, The Staff Republic. Meredith is a regular keynote speaker and lecturer at Sydney University. The lectures tie in with her passion and ongoing commitment towards nurturing and developing the careers of young people in the marketing and creative industries.