They say that what goes on tour stays on tour (wahey!) but the multitude of brands starting to get ‘out there’ certainly don’t believe this!
With people communicating through more channels than ever before, brands know they have no control what is said and where. By creating real world experiences, they can give people their own personal story to spread to their community of friends and family.
Building more personal relationships and engaging with the public is a sure sign that a brand respects its marketing-savvy consumers and understands the importance of word of mouth. Going on tour immerses a highly-targeted audience in the brand message and gets them closer to the brand.
A few years ago we went on the road with the ‘Bottlegreen Drinks Great British Taste Summer Tour’. Over 22 days of summer roadshow activity we reached out to 370,000 people at quintessentially English events such as Wimbledon, Cowes Week and the Henley Regatta. Six months later Bottlegreen ended up winning Good Housekeeping’s Favourite Soft Drink Award showing that what goes on tour doesn’t necessarily stay on tour!