Organised by brand experience agency BEcause, ‘The Yorkshire Tea Train’ came as part of a wider promotional campaign for Yorkshire Tea, building on the celebratory tone of the brand’s latest TV ads.
The event started in a specially created Yorkshire Tea Train lounge at Victoria Station before it moved onto the historic train for a host of tea-related activities including making tea-cocktails and talks from tea sommeliers.
Using RFID tagged tickets, each attendee was given a personalised mock broadsheet newspaper that featured a photograph of them at the event and contained content that fortified the brand message.
Simon Eyles, marketing director at Yorkshire Tea told The Drum:
“This event is the first piece of major experiential activity for Yorkshire Tea and we are thrilled to be able to share it with so many of our loyal fans, some of whom go to extraordinary lengths to show us how much they love a proper brew. By including them alongside bloggers, journalists and key influencers, we were able to provide genuine, feel-good insight into the world of Yorkshire Tea.”
Sharon Richey, CEO at BEcause added:
“Yorkshire Tea has been a brilliant, fun brand to work with. The Yorkshire Tea Train allowed guests to experience the brand’s refreshing ethos first hand. It was specifically designed to bring guests into Yorkshire Tea’s world and to thank them for their continued support for the brand.”