The start to 2017 has all but passed in somewhat of a blur at Purity Towers as we gear ourselves up for a Spring and Summer of sport with some truly exciting campaigns across Formula 1, the Champions League Final, international Cricket and Golf, to name but a few.
All roads lead to Cheltenham
Over recent months Purity has been working closely with bookmaker Stan James on their ‘Road to Cheltenham’ campaign. Last week this culminated at the Cheltenham Festival. The meeting, held annually in the Cotswolds, is one of the sports true extravaganzas taking place over four days with some jaw-dropping stats. Over 230,000 punters came through the gates, second only to Royal Ascot, with in excess of £600million gambled at the Festival. Consumption of food and drink, largely Guinness and champagne, is off the charts and with the Gold Cup being run on St Patrick’s Day this year, it’s no wonder the Festival is such a huge favourite with visitors from Ireland. Purity’s work with Stan James, ‘Road to Cheltenham’ in association with Champion Trainer, Nicky Henderson, has been visiting race meetings around the country since last autumn. Our jockey simulator has given race fans just a taste of what it’s like to ride a few furlongs. Punters have been battling at each meeting for the chance to win a host of prizes from free bets to tickets to the Festival, plus the honour of being crowned the ‘Stan James’ Champion Jockey’ and a £1,000 prize. Commenting for Purity, Staffing Director Bailey Hill says, “It’s been fantastic to have planned and delivered this first campaign for Stan James at Purity. To see it all conclude in the excitement of the Cheltenham Festival last week was truly special. The atmosphere throughout the four days was unlike anything most of the winners who were lucky enough to attend have experienced before”.
Having been appointed by BMW MINI over a year ago, the Purity Staffing team had a hugely successful year in 2016 providing staff the length and breadth of the country. Our staff are trained in a variety of roles from ‘Product Geniuses’, to ‘Product Demonstrators’, ‘Lead Generators’ and Hospitality Staff. All in all over the past 12 months we have provided staff to just over 200 events and coming into spring 2017 the work continues. In the past month our teams have worked at the world famous Celtic Manor Resort in Wales for the National BMW Sales Conference and last week our teams were at the exclusive Soho Farmhouse in Oxfordshire showing guests the superb BMW i8 and X6 vehicles. Another long running campaign has seen our staff working in Selfridges, Central London, giving shoppers the opportunity to travel home in the BMW i3. The next two to three months only get busier with plans well underway for the star-studded BMW PGA at Wentworth followed by one of the largest motoring events in the world, the Goodwood Festival of Speed. Interspersed with these events will be a number of British Touring Car race meetings and a national roadshow for MINI starting at the end of March. Managing Partner at Purity, Mark Dunn says, “BMW and MINI represent a premium quality client for Purity. We could not be more proud of the work that our staff deliver for them on a continual basis. The account has gone from strength to strength over the past 12 months and we are very excited about the upcoming year”. Here is a just a snapshot of our work over the past 12 months http://wearepurity.com/project/bmw-mini/
Founded in 1987, SXSW has become somewhat of a global phenomenon in the creative industry. The event is a now a true powerhouse and for many brands and commentators in the industry giving real insight to trends and future forecasting. Supported by both music and film festivals, the event in Austin, Texas is on the map for many as a go to event at this time of year. Some would say that there is so much going on that visitors have to be truly focused to ensure that they get the most from their visit. Remarkably, as reported by the BBC last week, the event this year was attended by the Vatican. Bishop Paul Tighe joined the interactive conference and sat on a panel for a discussion around “Compassionate Disruption”. One of the Bishop’s many responsibilities includes managing social media accounts for the Pope. What’s also been reported this year has been how some of the ‘bigger’ brands, who’ve spent heavily in previous years, have either not attended or noticeably scaled back their budgets. This includes, Spotify, Samsung and Bud Light. The upside of this, some say, is that the event still retains some of the independent, entrepreneurial flair it’s been known for. Just one look at the packed schedule for 2017 tells us however, that it’s still a beast of a festival with something for just about everyone in our industry. Take a look here www.sxsw.com
We picked up on this event last year and with it coming up in the first week of May, we felt that now was as good a time as any to share it once again. 2,000 marketers from around the world will converge on Chicago for this three day event to network, share ideas, trends and insights. Heads of Experiential Marketing from brands including Pepsi, Microsoft, Twitter and Ford will be in attendance. The content is wide and varied with sessions from brand-side instructors, plus exclusive keynote sessions, masterclasses and workshops. Picking and choosing what to attend is more of a challenge than anything else. Just a couple of sessions that have stood out for us include, ‘Power Panel – What Gen Z want from brands and brand experiences’, Hacking Architecture, ‘What’s next in experience design’. Importantly, from an industry perspective, this event gets bigger and better each year, pushing experiential marketing forward as a discipline more and more onto the top table for brands, CMO’s and boards. We can only applaud and support events like this in the industry calendar, to educate and inspire brands on the power of experiential marketing. More information can be found here www.emsummit.eventmarketer.com/