In its third year, Airedale Beer Festival 2015 needed to be a huge success. With the Airedale Heifer pub and adjoining Bridgehouse Brewery about to re-open as a new and unique real ale lovers’ experience after undergoing major renovation, the event was an opportunity to reach out to an audience of potential new customers from across the region.
Making the most of the craft beer buzz
With over 50 cask ales on offer, we spotted the opportunity to tap into the fan bases of the breweries supplying the event and identified corporate sponsors that we knew would help spread the word via their networks. We also identified and tapped into conversations amongst craft beer fanatics across Yorkshire and created content that appealed to local families looking for fun days out.
Local events rely on sponsorship to make them financial viable. Despite a tight timescale and huge amounts of competition from other similar events, we managed to secure two major corporate sponsors who made the event possible.
“Engage Comms ensured that we created and maintained a buzz around the beer festival, tapping into the current craft beer scene, engaging sponsors and breweries, and ensuring we stayed 'front of mind' with a local audience during a competitive season for events. Using social media and online PR, they gave us a cost effective means of making the event a huge success with 650 people attending over the weekend.”
Julie Kelly, Organiser
Airedale Beer Festival
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