EI Productions® - Case Studies - Chinawhite at Henley Royal Regatta 2013

Introduction:

After a successful 11 years at The Cartier International Polo and due to a change in the events title sponsor Chinawhite were looking for an opportunity to drive the brand forward, further to a re-branding of the club’s location in central London and to support an overseas franchise roll out plan for the Chinawhite brand. Research into a number of sporting and live music events identified Henley Royal Regatta as the ideal event for the Chinawhite to participate in taking into account brand positing and existing target audience footfall at the event.

Challenges:

Finding a suitable location on the banks of the river Thames during Henley Royal Regatta that was not tied to any existing bar or catering contracts with good quality green-field space and reasonable noise limits for the after parties.
Ensuring that the Chinawhite offering did not compete or cause friction with established neighbouring enclosures in terms of product mix, price and local environment issues.

Solution:

The Copas Partnership, landowners and operators of Remenham Farm and Temple Island Meadows during Henley Royal Regatta were approached and a contract negotiated to allow Chinawhite to operate a hospitality enclose on the Friday and Saturday of the Regatta with a capacity for 250 guests at lunch and 1,200 for the after parties.
Excellent communication paths were established with all event stakeholders, established competition and the local authorities to ensure that the promotion and operation of the two day event was executed without fault and without creating any issues for the future of Chinawhite’s involvement in Henley Royal Regatta.

Results:

Chinawhite achieved the core objectives of attending Henley Royal Regatta in respect of press and media exposure, continuing the brand legacy of producing high quality external events and maintaining consumer interest and awareness of the brand.
The Copas Partnership and the local authorities were delighted with the high standard of production, event management and pan-stakeholder co-operation. The event was repeated in 2014 to great acclaim with all parties looking to grow the event for the future.