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FMBX News
Posted: Jul 13, 2011
Brands fuel interest at Royal Int. Air Tattoo and Goodwood Festival of Speed
The Royal International Air Tattoo this weekend looks set to follow on from Goodwood Festival of Speed by delivering an increased number of brand experiences.
Royal International Air Tattoo sees increase in experiential activity for 2011 show, with Ford, Breitling, Vauxhall, Land Rover, Animal, Country Life, Yakult and Taylors of Harrogate among the brands that are set to engage visitors.
Reports confirm that Goodwood’s Festival of Speed enjoyed a similar upturn in activity with Johnnie Walker and The Telegraph heading a list of brand promotions that also included an anticipated extra investment from car brands including Nissan and Skoda. Johnnie Walker provided sampling and access to a track viewing platform whilst The Telegraph continued its Pad Pod tour.
The Royal International Air Tattoo (RIAT) has seen an increase in the brands using the show as a platform for experiential activity. New brands to use the 2011 show include Animal, Country Life and Yakult. Brands returning to the show after a successful 2010 include Ford, Breitling, Vauxhall, Land Rover, Taylors of Harrogate and McArthur Glenn.
Breitling, which has a touring wingwalking stunt team and sponsored display team (pictured) is an expected participant, along with the automotive support, but the appearance of new FMCG brands shows at the Tattoo is a good indicator for both RIAT’s profile and the brand experience sector. Both Country Life and Yakult have embraced country shows and events in the past.
Brands have chosen to use RIAT in order to reach an audience of over 155,000 visitors –the equivalent of two sell out concerts at the O2 arena.
Visitors will also see a display of a different kind from Ford – marking 100 years of Ford developing and building cars in Britain.
Ford of Britain, experiential marketing manager, Howard Kee said: "The Tattoo is the perfect place to show our century of innovation, in an environment full of movement and spectacle. A range of Ford vehicles will be on display, from the Model T of 1911, to the latest, technology-filled Ford Focus. Paul Swift will be performing live Precision Driving shows throughout the weekend and visitors can also experience Automatic Park Assist for themselves - one of the latest of Ford’s intelligent driving technologies."
Francesca Heap, sponsorship manager for RIAT said: “We are finding that some brand managers need to demonstrate ROI so they are favouring events that can show the audience demographic. Independent analysis by ACORN classifies 38% of our audience as ‘wealthy achievers’ and 28% as ‘comfortably off’ – which is well above the UK average (23% and 28% respectively).This audience is obviously of huge appeal to many brands – particularly those within the automotive, photography, music, computer and gaming industries.”
RIAT is an annual event that will take place on the 16-17th July 2011 at RAF Fairford in Gloucestershire. www.airtattoo.com
