JCB Paint - Headline Partner at Royal Three Counties Show

OVERVIEW

With a relatively new product launched in November 2017, JCB Paint’s main objective was to target our livestock and equine exhibitors at Royal Three Counties Show in order to build the product’s brand profile and differentiate it from the competition.  As Headline Partner of the show, we worked with them closely to achieve this through targeted direct marketing to our livestock and equine exhibitor’ databases (over 2,000 exhibitors) as well inclusion in show literature for our livestock and equine exhibitors.  The partnership also included naming rights to the Main Arena with the benefits of two engagement spaces to talk to our audiences close to the Farming and Equine Villages.  Added to this was the show-stopping branded flag drop and high visibility signage around the Main Arena plus main entrances.

To find out more read the news article: JCB Paint To Make a Splash 

ACTIVITY

  • Headline Partner of Royal Three Counties Show with locked in logo ensuring maximum exposure and media coverage locally and nationally
  • Press release to announce partnership to local and business press
  • Invitations to Royal Three Counties Show launch event
  • Naming rights to the Main Arena with strong branding on three sides
  • Branding in livestock and equine rings
  • Branded flag drop by Red Devils Parachute Regiment Freefall team
  • Two engagement spaces near the Main Arena targeting footfall from the Farming and Equine Villages
  • Direct marketing to livestock and equine exhibitors prior to the show through mailouts and at show through relevant literature
  • High visibility branding at main entrances, in car parks and around Showground
  • Hospitality in the Sponsors Pavilion for invited JCB Paint staff, associates and stakeholders
  • Show Stewards wearing branded JCB merchandise in key areas
  • PA acknowledgments in the Main Arena, Countryside Arena, Equine Village and Livestock Rings

OUTCOME

The Royal Three Counties Show delivers an excellent platform for the brand to engage with farming, equine and local communities.  It has enabled us to spread the message that JCB also manufactures an interior and exterior paint and give us face to face opportunities to explain the unique flame retardancy and antibacterial properties.  The team behind the event are fantastic, working closely with us to devise a strategy that maximises our partnership.  We look forward to developing our relationship with them over the next couple of years.

Chris Honer, Chief Executive