By James Hickman•
06 September 2013
It has been a very busy week at Hatch and the team are excited to share the news that our client, Crabbie’s, is the proud new sponsor of arguably the world’s most famous horse race ‘The Grand National’.
The Hatch team have been at the ready to announce the sponsorship for a number of weeks, planning everything from photocalls to media drops, but with the 24/7 social media driven news environment, keeping a secret as big as this from the media is always difficult. Thanksfully the Hatch team we ready and waiting when news reached us that the BBC were going to break the story early. The team worked hard over the bank holiday with the Jockey Club as the news broke, the night before our planned early morning announcement!
After a last minute photo shoot, the good news was the announcement received widespread positive print, broadcast and online global coverage.
The launch gained traction with trade, consumer and sports media with the activity culminating with an excellent piece on The Morning Line on Saturday focusing on the race’s new £1million purse.
Key to the announcement was to drive a positive reaction to the news for the Crabbie’s Alcoholic Ginger Beer brand. This was delivered by effectively telling the story of Crabbie’s owners, Halewood International, connection to racing, most notably being former winners of The National with Amberleigh House, who was trained by the late legendary Ginger McCain.
The Hatch team are looking forward to an exciting year in the build-up to the inaugural Crabbie’s Grand National on April 5th 2014 and lots of ‘Spiffing’ stand out sponsor campaigns to take the national association to the next level.