AEG Live UK has appointed Manchester's Corporation Pop to deliver the brand and marketing campaign for the first ever London Electronic Dance Festival.

The L.E.D Festival takes place during the August bank holiday weekend and its brand will be used in press and tube advertising, posters, flyers and online to try to attract 50,000 revellers.

Advertising will run in dance music magazine Mixmag and national media, and there will be a "consistent roll-out up to the event", Corporation Pop said.

Jim King, director of Touring & Events at AEG Live UK, said: “We appointed Corporation Pop as with this being the festival’s first year we wanted to go out with a strong electronic campaign to target a core clubbing audience.