Sep 19, 2018
Racing to retail success
by Nina McCoy - Senior Account Director
The Goodwood Revival event attracts 150,000 fans from all over the world eager to step back in time to a golden era and celebrate motor racing, rare classic cars, bikes, historic aircraft and vintage style.
Set on part of the Goodwood Estate, home to the Dukes of Richmond for over 300 years, the site was donated by the family for use by the RAF during the war. After the war it opened as a motor circuit and aerodrome and has hosted the annual Goodwood Revival racing event since 1998.
Revival visitors dress up in period costume from the 1940s, ‘50s and ‘60s to help create a unique atmosphere and impressive sight to behold.
We reached for our tweed, flat caps and pearls earlier this month to join this year’s event with our client Bendicks® who had a prime spot on the Goodwood Revival High Street.
The Bendicks pop-up shop has its own history to tell. Modelled on the brand’s original Mayfair store which opened back in 1933, the shop still features the signage from the original store. This is displayed alongside other artifacts and pictures allowing visitors to journey through the 88 years of brand history.
We were tasked with delivering this premium, recreated shop as the perfect backdrop for Bendicks to sample and sell their delicious mint chocolate range to Revival visitors. Together with our colleagues from Once Upon a Time, we built, stocked and dressed the shop for the occasion ensuring close collaboration with Bendicks and the event organisers at Goodwood.
Close care needed to be applied to all elements from the treasured historic brand assets, through to the management of enough stock to deliver the highest level of Bendicks sales at Goodwood to date. This was topped off with an impressive 34,000 samples distributed across the event.
With the sun on our side, our seamless installation underpinned a great three days for the Bendicks team. Marketing Manager Vanessa O’Farrell confirmed the event’s success:
“The Toucan / Once Upon A Time team have helped us to achieve a fantastic brand activation at Goodwood. Their attention to detail and thorough approach mean that we can trust them to deliver to the high level of quality that the Bendicks brand represents.”
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