MINI Partners with St Jerome's Laneway Festival

MULGRAVE, Australia – January 14, 2009: MINI is pleased to announce a new partnership with the boutique street party – the St Jerome’s Laneway Festival.

Now in its fifth year, St Jerome’s is firmly entrenched as the most unique and innovative music festival in Australia. Since its beginning with one band in a tiny Melbourne laneway, the Festival has now grown to transform city landscapes into veritable block parties around the country. Whilst St Jerome’s has now become one of the most popular urban music festivals in the country, it still strongly retains its grass roots feel and stay’s true to the original idea of a laneway party. St Jerome’s offers music lovers a refreshing line up in a location that was never meant to host live music.

“There is a great synergy between MINI and St Jerome’s”, says Chris Brown Marketing Manager MINI. “A partnership with the Laneway festival in 2009 will create further reach for MINI and a great opportunity for us to communicate with our key audience.”

The Laneway Festival attracts a unique audience of trendsetting music lovers across different sub-cultures. “These people are music lovers, not necessarily festival goers, they seek out new experiences and appreciate good music. They are lovers of urban life, living within the city fringe boundaries of Australia’s biggest metropolitan centres. This is a great fit for MINI” says Chris.

Each year the festival profiles a cutting edge line-up of local and international acts in an inner urban street atmosphere. The year the festival will present over thirty acts including the likes of Augie March, Yves Klein Blue, Rusko, The Drones and Sterolab to name just a few.

This year St Jerome’s will add Perth to the tour list, following Brisbane, Sydney, Adelaide and of course, it’s home town Melbourne.