TATA - HAY FESTIVAL
Sponsorship and hospitality events to engage and inspire; delivered at prestigious cultural festival
Challenge.
To create interactive sponsorship experiences for a large global company during at a top UK festival.
Sponsor engagement. Event measurement.
Who.
Tata was a main sponsor of the Hay Festival, a world-famous literature and arts festival in the UK, for a number of years.
What.
The multinational felt that sponsorship of this event fitted well with its strategic and brand objectives, and represented an excellent opportunity to showcase what it does and the many brands it operates.
How.
Tata was keen that its sponsorship activity form a central part of the event, fully engaging festival visitors, rather than taking a more low-key approach.
Its aim was for guests including journalists, authors and politicians to be able to experience the Tata brand, understand its CSR ethos and the initiatives it supports.
How.
Powwow supported the planning of all Tata’s brand activation at the festival, as well as running the hospitality programme for VIP guests.
Activations included:
Jaguar Land Rover installing a unique and bespoke ‘Storytelling Nook’. A Land Rover kitted out with interactive messaging created a ‘stage’ for authors and speakers.
A VR experience showcasing Tata Communications’ technology used within Formula one.
Thought leadership sessions led by The Spark Salon, a Tata Consultancy Services initiative created to showcase innovative perspectives on the role of technology in helping create a sustainable world.
Alongside the activations, Powwow developed a hospitality programme for 50 of Tata guests. Taking over two country manors and designing bespoke agendas, including sessions with authors and guests, that helped attendees gain a better understanding of the company.
The Powwow team was instrumental in the delivery of the sponsorship and hospitality programmes. It was also able to measure and evaluate year-on-year success, identifying what could be improved each festival.
