Magners Celebrates Cheltenham Festival Primary Partnership Via Integrated ‘Road To Gold’

Magners Irish Cider celebrated its first year as Presenting Partner of The Cheltenham Festival and exclusive title sponsor of The Magners Cheltenham Gold Cup, with a multi-platform campaign called ‘Road To Gold’.


The activation began in February – ahead of the Festival which runs from 12 to 15 March – by driving race/Magners fan engagement and excitement around the meeting and awareness of the brand’s sponsorship by counting down to the start of 2019 Cheltenham Festival via in-bar promotions, a series of live events and a social video series.


The on-trade activation strand saw 2,300 ROS kits distributed throughout the UK: with bespoke Magners Cheltenham glassware and an exclusive in-bar promotion to win a luxury VIP experience at the Magners Cheltenham Gold Cup on Friday 15 March.


To participate, consumers simply needed to buy any Magners product 1 March at a participating on-trade outlet. With the drink they get a scratch card revealing a unique code that offers them the chance to win one of five VIP pairs of tickets to Magners Cheltenham Gold Cup Day.


Ore meeting, the ‘Road to Gold’ initiative also featured a set of four live events and four episodic social spots following ‘The Road to Gold’: a trip from Magners’ Clonmel home, via Dublin and London, to the world-famous Cheltenham racecourse.


The spots were fronted by Irish model and TV star Vogue Williams and ITV Racing presenter Oli Bell: all four episodes showcase and celebrate the link between Irish Jump Racing, cider making in Clonmel and the annual pilgrimage thousands make from Ireland to Cheltenham.


Each episode features well-known sports stars and celebrities – from jockeys and comedians, to footballers and commentators – all talking about their own personal perspectives of Cheltenham (from the sport to the event’s sociability).


Beginning with an intro video,



and amplified across all the brand’s digital and social platforms,



the first ‘Clonmel’ episode, launched on 20 February, sees Vogue and Oli meeting local legend and former Irish Champion Jockey Joseph O’Brien and former footballer and Cheltenham regular Neil ‘Razor’ Ruddock.



The following episodes rolled out weekly with Cheltenham’s most successful jockey Ruby Walsh talking about his experiences,



one of Ireland’s most famous stylists Corina Gaffney discussing the do’s and don’ts of festival fashion,



and Oli taking a trip to Saville Row.



The series was followed up during festival week itself by spots bringing to life the buzz around the course, plus top tips on the best parties.


Cheltenham members were also invited to attend a live ‘Road to Gold’ show on Sunday 10 March at Cheltenham Racecourse. This event had a UK vs Ireland theme with Paul Nicholls and Richard Johnson representing the UK and Noel Meade and Kate Harrington representing Ireland.


At the Festival, Magners has a strong presence on-site: including a bespoke bar area called ‘Ciderland’ (plus Magners Original and Dark Fruit poured across all on-course bars).






While another activation strand saw Magners offer race fans the chance to swap a losing ticket for a winning ticket.




While further initiatives included action related real-time and low latency responsive social content.



and other content targeting racing fans.



“Magners Cider is 100% Irish, made in Clonmel, County Tipperary, where William Magner first started making cider over 80 years ago. Famous for our Irish heritage, sociability and positive view on life we are counting down to our first year as presenting partner of The FestivalTM with our ‘Road to Gold’ campaign, which will highlight the intrinsic links between Magners and Cheltenham,” commented Magners Irish Cider group marketing manager Janette Murray.


“The Festival is a major occasion in the sporting and social calendar of racing fans across the world, especially in the UK and Ireland, we are delighted to partner with such an iconic event. The ‘Road to Gold’ campaign will connect with consumers in the lead up to, and at The FestivalTM, and our activations during event week will engage racegoers on-site as well as those watching at home through our digital channels.”




An impressively integrated campaign that demonstrates synergyes between the brand and the property, which neatly links the brand’s geographic national heritage to one of the pillars of the festival – the annual battle for jump racing supremacy between Ireland and the UK.


Other sports properties in the Magners portfolio include a tie-up with Scottish super club Celtic FC.











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