In our fast-paced world, where we are constantly under the influence of advertising, it’s hard to know what type of information is credible and what brands really stand for. Event marketing is a perfect method for brands to engage with customers directly and should be a significant part of the brand’s marketing strategy. Events provide an opportunity to promote products in a physical and experiential manner, leaving a lasting positive impression in the customer’s mind.
On the last Sunday in August, the Highland Games took place for the fourth time in Beijing, China. Organized by the British Chamber of Commerce in Beijing, the event was all about community building and the promotion of Scottish culture. With a great understanding of how beneficial community building and customer engagement can be for UK brands, the chamber collaborated with various organizations to promote the Scottish lifestyle, culture, and products. The Highland Games were attended by over a thousand guests from the Scottish, British, Chinese, and international communities. The event provided a great opportunity for brands to create an immersive experience, promote their products, connect with guests and generate interest in their company. Amongst a number of companies, Tricker’s and Loch Lomond were present to make the most of the unique occasion.
The event featured Scotland and its traditional games like shot put, tyre flip, farmers’ walk, tug-of-war showdown, and other activities including university collaborations, a charity raffle, and projects in aid of the Migrant Children’s Foundation.
5 Star Plus Retail Design has a long history of working with the British Chamber on various occasions. Our team was a proud partner at this well-planned event and provided execution and project management services. The Highland Games were highly successful and tickets were sold out days in advance, showing genuine interest from the community towards Scottish culture, traditions, and associated experiences.
