Bulmers Irish Cider has returned as the Presenting Partner of the upcoming Cheltenham Festival with a new campaign; Chasing Gold.
As Naming Partner of the most prestigious Jump race in Europe, the Bulmers Cheltenham Gold Cup, and Presenting Partner of The Festival; the brand’s new platform celebrates the excitement and sociability of Irish racing fans around the festival.
Bulmers’ latest campaign; Chasing Gold, provides an open invitation for everyone to unlock their inner optimist and embrace the social opportunities that The Festival presented by Bulmers provides. Whether you’re at the racecourse, watching in your office, or down at your local bar, The Festival™ offers endless opportunities to “have the craic”.
The Chasing Gold campaign includes a series of advertisements supported by digital and social media as well as OOH. Filmed and produced in Dublin under the direction of Brian Durnin and in association with creative agency Goosebump, the new ads hero the social aspect of the Cheltenham festival whether you are a racing aficionado or a complete novice.
The Irish fan’s love affair with the meet is inextricably linked to the nation’s success stories at Cheltenham over the years. 2019 saw 14 Irish winners across the four days, culminating in the Willie Mullins trained Al Boum Photo, ridden by Cork jockey Paul Townend winning the Bulmers Gold Cup.
Commenting on the new campaign, Tom McCusker, Managing Director of C&C Ireland, said: “After an incredibly successful first year, we are excited to enter year two of our involvement with The Festival, one of the most iconic occasions in the international sporting calendar. Our Chasing Gold campaign speaks to the fact that no matter your location, whether it’s at the pub, in your office or even at the racecourse, The Festival presented by Bulmers offers opportunities to create meaningful, memorable and authentic moments with friends, family and co-workers.
The Festival presented by Bulmers Irish Cider runs from Tuesday 10th March to Friday 13th March. The Bulmers Cheltenham Gold Cup takes place on Friday 13th March.