Regent Street And Absolute Radio Host A Joint Birthday Party With Madness Performing An Exclusive Concert For The Radio Station On Regent Street, London, W1

The Regent Street Festival celebrates its tenth year and Absolute Radio�s 1st birthday on Sunday 27 September 2009 between 12 noon and 8pm.

The festival theme is birthdays and together a traffic-free Regent Street and Absolute Radio will provide a fun- packed day on London�s favourite shopping street, with the national radio station bringing one of London�s most loved bands, Madness, to perform an exclusive gig for listeners on Regent Street � the first time the iconic street has been closed for a concert. The band are also celebrating their own 30th birthday and this moment of unforgettable music history will be broadcast live to the nation on Absolute Radio on Sunday 27 September from 6pm.

Tickets for the exclusive gig featuring Madness will be given away free to Absolute Radio listeners via an on air text message competition. To be in with a chance of winning a place in the 'Absolute Radio Party Area' - a limited access area (with a capacity of only 1500) in front of the stage in Regent Street � for the Madness performance, listeners just need to answer this question: � How many people are in the current Madness line-up? Then send a text beginning with AbsoluteRadio followed by their answer in number form to 81215.*

As the most anticipated annual free outdoor extravaganza, Regent Street Festival will offer exciting events, activities and in store offers for all the family throughout the day, topped by a rock �n� roll birthday bash hosted by Absolute Radio Breakfast Show DJ Christian O�Connell & Hometime DJ Geoff Lloyd.

This special day will also raise money to support Cancer Research UK�s vital research into the prevention, diagnosis and treatment of cancer.

The birthday party on Regent Street will mark the start of a series of events Absolute Radio will be staging to celebrate its first birthday. Regent Street is celebrating 180 years of shopping history and many of the stores are celebrating birthdays such as Jaeger 125, Gap 40, Ted Baker 21, Hamleys 250 years of toys, Quiksilver 40, Desigual and Uniqlo 25. On Regent Street there will be celebrations all day including live performances throughout on the main stage, two giant Birthday cakes made of thousands of cup cakes which will be served at 3pm. Outside Hamleys there will be a children�s lawn which will be home to face painters, animal characters, a birthday tea party, balloon artists and magicians. In addition there will be a fashion show, stilt walkers, roaming musicians, a Ferris wheel, carousel and children�s ride and many street performers to keep the partygoers entertained throughout the day. In Regent Street food quarters Heddon Street and Swallow Street, all the restaurants will adopt the birthday theme with special parties, kid�s menus and cocktails. Throughout the day Absolute Radio and the Regent Street Festival will be encouraging guests and retailers to dig deep to help Cancer Research UK beat cancer.

The Absolute Radio Birthday Party � Madness Live at The Regent Street Festival will be broadcast 6pm on Sunday 27th September on Absolute Radio. Further details of the event and how you can be there can be found at http://www.absoluteradio.co.uk

* Entries are limited. A draw will be made from all correct entries and winners will be notified by text. No under 18s. Texts cost �1.50 plus your standard network charge.

www.regentrtreetonline.com www.absoluteradio.co.uk www.cancerresearch.org.uk

FOR FURTHER ALL INFORMATION, HI RES IMAGES IMAGES ON THE REGENT STREET FESTIVAL CONTACT RUFUS STONE OR SARAH MILLAR AT SISTER ON +44 (0)20 7287 9601 OR EMAIL rufus@sister-pr.com , sarah@sister-pr.com. FOR

NOTES TO EDITORS:

Regent Street � The Regent Street brand is an international shopping destination offering quality, heritage, style and success. � Regent Street continues to attract exciting international brands such as Banana Republic, Hoss Intropia, Camper, Ferrari and National Geographic. � Regent Street�s two pedestrianised food quarters of Swallow Street and Heddon Street offer a wide selection of restaurants and bars with the opportunity for al fresco dining just off Regent Street. � Regent Street has just had the opening of Camper and Argentinean ice-cream parlour, Freggo. � Regent Street has many new shops opening this autumn including; Toy Watch, Guess, Anthropologie and Gant. � Regent Street is undergoing a �750 million investment programme. � Honey bees have one of the best addresses above one of London�s premier shopping destinations. Whilst shoppers visit Regent Street below the bees go about their daily business of producing honey.

Absolute Radio � Absolute Radio was unleashed on the airwaves on Monday 29th September 2008 with a mission to help listeners around the UK to discover real music. � Formerly known as another name, the station stays true to its rock roots � and its original frequency � by playing the very best music from the last 40 years which means we don�t do manufactured pop or R&B. Absolute Radio is about The Beatles and The Rolling Stones, The Police and Joy Division, Oasis and Blur as well as the latest releases from the likes of Kaiser Chiefs, The Killers and Amy Winehouse. � We�re a radio station for real fans of real music and it�s all wrapped up with lashings of personality and mischief from DJs who have the freedom to say what they think and tell it like it is. � For more information log on to www.absoluteradio.co.uk or tune in on 105.8FM in London and the South-East, nationally on DAB or 1215AM as well as on Sky, Freeview and Freesat.

Cancer Research UK � Cancer Research UK is the world�s leading charity dedicated to beating cancer through research. � The charity�s groundbreaking work into the prevention, diagnosis and treatment of cancer has saved millions of lives. This work is funded entirely by the public. � Cancer Research UK has been at the heart of the progress that has already seen survival rates double in the last thirty years. � Cancer Research UK supports research into all aspects of cancer through the work of more than 4,500 scientists, doctors and nurses. � Together with its partners and supporters, Cancer Research UK's vision is to beat cancer.

Rufus Stone Director Sister First Floor 46a Carnaby Street London, W1F 9PS tel: 020 7287 9601 fax: 020 7287 9602 http://www.sister-pr.com