Posts Tagged ‘Leisure and entertainment’

Eurostar, the high-speed passenger service that links the UK and the Continent, is staging a series of ‘high-speed performances’ this month as part of the inaugural Garden Party to Make a Difference – a unique 12-day festival to promote sustainability organised by Start UK and strongly backed by HRH Prince Charles’s Charities Foundation.

Set in the unique, combined setting of the gardens of Clarence House, Lancaster House and Marlborough House, the Garden Party aims to give people of all ages a fun day out while, at the same time, demonstrating how to create a more sustainable future via an intriguing blend of exhibitions, interactive displays, fun activities & live performances.

Brand experience specialist BEcause has devised Eurostar’s activity inassociation with specialist marketing consultancy, Firelighter. Housed within a bespoke dome-structure, a 35-seat theatre plays host to four highly entertaining, high-speed performances every hour, each of which focuses on a particular Eurostar destination – Paris, Cologne, Amsterdam or Avignon, and whose duration is determined by the journey time to that respective destination (i.e. journeying to Avignon from St Pancras International takes 5h 55mins, whilst the Avignon performance lasts just 5mins 55secs).

Claire Hutchinson, Eurostar’s Head of UK Marketing says, “High Speed Theatre gives us the perfect opportunity to bring our destinations to life in a truly imaginative and creative way.  It captures the spirit of exploration and discovery through the eyes of different travellers and emphasises the speed with which we take our travellers to these destinations.  Through a series of entertaining and informing theatrical performances, it presents Eurostar as the leader in sustainable short-haul travel to Europe.’’

Surrounding the theatre, an educational area complete with destination information panels and a series of PCs allows visitors to access Eurostar’s website and learn more about Eurostar’s sustainability credentials in the form of its hugely successful ‘Tread Lightly’ programme.

Visitors are also encouraged to get involved in the brand’s newly launchedcutaquarter.com portal. This gives them the opportunity to calculate their existing carbon footprint and shows just how simple it is to cut carbon emissions by 25%.  Fully trained BEcause Brand Ambassadors will be on hand to help visitors navigate the websites and answer any questions.

Sharon Richey, managing director of BEcause, comments:

“This is experiential marketing at its most engaging, using live theatre to convey key messages in creative and fun ways.  With the addition of the educational area and opportunities to chat to trained Brand Ambassadors after the shows, consumers can learn about Eurostar’s sustainability and also how to cut their carbon footprint by a quarter.”

‘A Garden Party to Make a Difference’ runs from 8^th – 19^th September 2010 in the historic gardens of Clarence House and neighbouring Lancaster House and Marlborough House.

ENDS

If you’re heading to Scotland for ‘T in the Park’ this weekend, take some time out to appreciate the great experiential work being done by VisitScotland to promote days out in the country. It’s a great campaign that rewards consumers with some memorable experiences.

It’s called ‘Scotland to a T’ and is part of the tourism agency’s ‘Perfect Day’ campaign. Visitors can relax in a ‘Memory Garden’ where they can get complimentary hand massages and enter competitions to win a range of adventure days out in Scotland.  Inside the festival they’ll be a 10m inflatable dome housing a range of interactive extreme sport simulators including river rapids and ski slopes.  On top of that, Brand Ambassadors will be giving out ‘Scotland to a T’ credit card z-cards containing discounts and offers from local experience day partners, and photo teams will be taking pictures of festival-goers and framing them in branded frames as a permanent reminder of their experience.

Nature Valley, the granola bar range by General Mills, handed out hundreds of snack bars to hungry walkers this month when it supported the annual Ramblers Association Festival of Winter Walks. Ramblers were encouraged to visit the Nature Valley website and upload pictures of their favourite winter walks with the best entry, judged by TV personality Ben Fogle, winning a luxury weekend for two in Dartmoor. 

 Source: Sales Promotion

Virgin Media enlisted the help of Formula One world champion Jenson Button to spearhead an experiential event at Bluewater Shopping Centre to mark the launch of its ‘SpeedWeek 50 Series.  Onlookers could watch Button race a Mercedes around a specially made circuit around the shopping centre.  Scalextrix, car washing and an F1 simulator in a replica of Button’s Brawn F1 car completed the speed-themed experience.   

Source: Brand Republic

Beverage Brands is promoting its WKD Iron Brew brand in pubs and bars with a ‘Play Your Cards Right’ style challenge, where drinkers can win £100 by correctly guessing a sequence of cards. In selected outlets, the ‘Brew or Bust Crew’ will also play the game with giant playing cards alongside WKD Iron Brew sampling.

Source: Sales Promotion

Search for:
POSTS BY CATEGORY

• Industry news (220)
• Our news (94)
• Our views (33)
• Stuff we like (222)
sign up

BEcause its good to read our latest news
BEcause TWEETS

TAGS

3D alcoholic beverages Alcoholic drinks app Art augmented reality australia Automotive because billboard Brand Experience coca cola digital drink event Experience experiential Facebook Fashion FMCG Food Food and drink guerilla marketing Health interactive iPhone Leisure & entertainment Leisure and entertainment london Marketing campaign Music New York Nike Perrier Retail roadshow sampling Social Media Sports stunt technology Telecoms travel and tourism twitter Viral

• 
• 
• 
• 
• 

Copyright © 2012 BEcause * All rights reserved