A Birmingham PR and communications agency is spearheading publicity behind an attempt to hold the world's biggest 'moonwalk' - the dance made famous by Michael Jackson.

Jewellery Quarter-based Gung Ho, formerly S&X Media, is helping to promote the unusual record attempt at Kendal Calling, a music festival being held in Cumbria next month and sponsored by sport shoe brand New Balance.

The partnership between the two brands was brokered by Gung Ho and also extends to retailers Schuh, Foot Asylum and ASOS which are giving away festival tickets and entry to an exclusive gig with a mystery artist, hosted by New Balance.

Gung Ho will be promoting the sponsorship for the US sports brand across social media and experiential activity at the festival.

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The campaign is expected to reach 20,000 people at the festival via the moonwalk video which will be played on screens and during the world record attempt.

There will also be a New Balance Garden, a branded area which will include festival seating, a crazy golf course and large scale letters for photographs.

Gung Ho managing director Paul Phedon said: "When tasked with emphasising the New Balance 'Made in UK' range during festival season, we immediately thought of working with Kendal Calling, which is located just a stone's throw away from the brand's UK factory in Flimby.

"We've worked together to create an integrated campaign that covers retail, social media, PR and experiential to spread the Made in UK message and create strong engagement with the New Balance brand."

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