Integrated marketing communications agency Space has put together a promotional program to leverage tequila-flavoured beer brand Desperados' sponsorship of the Relentless Boardmasters 2009, in association with Vans, Europe's largest surf, skate and music festival.

Desperados, owned by Heineken France, is looking to connect with 18-26 year old beer drinkers interested in the annual event, taking place from August 5th to 9th at Fistral Beach and Watergate Bay in Newquay, Cornwall.

Desperados’ sponsorship of the event will be communicated by ads in PitPilot, the British surf magazine, while 20,000 existing members from Relentless Boardmasters database will receive an HTML email to drive them to the Boardmasters page on the Desperados website, where they can win VIP tickets to the event.

Space has planned a series of experiential activities in and around Newquay and at the event to engage consumers and drive trial. These include a sand sculpture challenge and Desperados brand ambassadors offering samples of the beer and handing out branded merchandise, including sweatbands, t-shirts and bottle openers at the festivals and in the streets and bars of Newquay.

Desperados will have its own bar at the festivals, which will give festival goers the chance to access an exclusive VIP area with a view of the main stage. It will also play host to acts such as urban beatboxers Duke and six piece drumming band Bass Tone Slap (which recently gained backing from Peter Jones and Theo Paphitis on BBC’s Dragon’s Den).