Multi-tiered brand partnership, marketing, hospitality and pop-up event campaign to drive revenue and grow footprint for much-loved TT festival.
Following 20 years as one of the TT Races’ most-loved entertainment brands, the iconic Bushy’s Brewery were keen to grow their offering and understand new ways to monetize the success of their brand. In 2018 they had successfully expanded their summer TT event, and were now eager to understand how sponsorship could help them support this.
Ahead of TT 2019, an involved project went underway to develop a full suite of sponsorship opportunities which would appeal to the multi-sector businesses attracted by the world-renowned TT. Sam's team attended leading industry events including MCN Motorcycle Live to launch the initiative on behalf of Bushy’s, with engagement and ensuing investment coming from an impressive number of sponsors including leading motorcycling retailers to global drinks brands. A media partnership was developed with prestigious motorcycling media outlet MCN, growing the reach of the popular event even further.
To support this growth, Sam collaborated with the TT Village rights holders to develop a hospitality offering and pop-up bar space for fringe and programmed events. Upstairs at Bushy’s – an attractive pop-up space overlooking the hub of the festival – was launched to huge success in spring 2019. The Terrace played home to rustic hospitality with open firepits, tasty local fare and plenty of good cheer. The Little Tent became the new home of TT revelry with pop-up talks from favourite riders, some very well known, some fresh and new.
A comprehensive digital and social media campaign drove the success of both elements – the stunning new event spaces, and the sponsor and partnership programme – of the Bushy’s TT Village campaign.