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Project from work

Sponsorship and Event Management

MF Communication was appointed to manage Baileys sponsorship interests in the 'Baileys Irish Champion Stakes', a highly prestigious race, part of World Series, and attended by 15,000 people.

In order to provide the maximum return on investment, PR stakeholder and experiential event management was provided by MF Communication.

 A Consumer PR programme was implemented to leverage the sponsorship in a way that would create a positive brand association for Baileys with target female consumers. 

MF Communication designed and secured a ‘What to wear at the Races’ fashion preview in association with House of Fraser attracting 100 VIP’s to an exclusive show, whilst over 1,000 customers viewed the show on the ladies’ floor and included complimentary Baileys sampling. As a result picture and editorial spreads in social and fashion pages monthly magazines taking the sponsorship beyond the sports pages.

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