Celebrating Englishness
I’m pleased that England is making much more of a fuss these days about St George’s Day which falls this Friday 23rd April.
It presents a promotional opportunity for companies with brands that take pride in their English roots. A great example of an organisation who has exploited St George’s Day is Wells and Young Brewery. Over the past 13 years they have developed a reputation and sales for their flagship bitter Bombardier based on its Englishness and an association with St George’s Day.
I was working on the brewery’s PR account when they first came up with the idea of tying Bombardier to our national day. At the time it seemed ambitious but through dedication and commitment they have successfully reaped big rewards from the association. Bombardier is now termed the “Drink of England” and has its own website which promotes the fact is is the official beer of English Heritage and publicises St George’s Day.
I have particularly enjoyed the current Bombardier bus stop advertising campaign. Combining Henry VIII, Eric Morecambe and a Cornish pasty is a genius way to promote the best of English eccentricity.
Oh and if you haven’t tried it – Bombardier’s a great pint too!
