Global upholstery manufacturer La-Z-Boy UK is in the running for a major national award for its brand partnership with a UK music festival.

La-Z-Boy UK has been nominated in the Best Brand Activation category of the UK Festival Awards for its work with Kendal Calling, run by production company From the Fields. La-Z-Boy sponsored the Picture House cinema tent at the sold-out event, which took place in the Lake District in July.

The partnership included creating Best Seats in The House, a VIP area in the cinema tent featuring a number of La-Z-Boy power reclining sofas for lucky guests to enjoy. The brand also positioned sofas across the festival site in key areas, including the VIP bar, quiet tent and artist backstage area.

La-Z-Boy UK ran a social media campaign and competitions both before and during Kendal Calling, including a festival tickets giveaway where the winners could enjoy a VIP experience in the Picture House. There was also the opportunity for festivalgoers to win their own La-Z-Boy sofa – a Winchester two-seater power recliner in vintage tan leather.

Natasha Shillingford, brand marketing director at La-Z-Boy International, said: “We are delighted that our work with Kendal Calling has been recognised with this award shortlisting. Kendal Calling was a great opportunity for us to connect with our target market and allow them to find out more about the comfort and luxury they can enjoy with a La-Z-Boy product.

“A huge thanks to the team at From the Fields for all their support and for nominating our partnership for this award.”

Partnership director for Kendal Calling, Jon Owen, commented: “Throughout the festival’s history we’ve had a very successful track record of working with brand partners. We always ask ourselves two questions: does this fit with our audience and will the partnership add value to the customer experience?  On both counts La-Z-Boy’s partnership was answered with a definite ‘Yes’ and we’ve loved working with the team to bring our collective ideas to life.”

A post-event survey of Kendal Calling attendees revealed that La-Z-Boy was the second most remembered festival partner, during prompted recall.

The winners of the UK Festival Awards will be announced next month with a panel of industry experts deciding who will receive the best brand activation accolade. La-Z-Boy will be competing against other major brands including Netflix, Vodafone and Ray-Ban.

Kendal Calling is music and arts festival, held annually across the last weekend of July at Lowther Deer Park, Cumbria. It has grown from a two-day, 900 capacity event in 2006 to a 35,000+ capacity 4-day event.  Previous headliners have included Blondie, Mumford & Sons, Snoop Dogg, Nile Rogers and Bastille.