THE FAMOUS GROUSE | EXPERIENTIAL BRAND ACTIVATION
Murrayfield, Edinburgh
The concept of The Famous Grouse Clubhouse was created to celebrate the brand’s 30 years of heritage with the sport of rugby. It was also developed to help activate and amplify the strategic partnerships with The British and Irish Lions, Premiership Rugby and Glasgow Warriors.
YOURGB created the installation with fans at the heart of it – this activation was centred around understanding and translating what the ‘Spirit of Rugby’ means to the supporters.
The Famous Grouse Clubhouse launched at Murrayfield Stadium to over 16,000 fans. It was a key serve centric bar, staffed by TFG Ambassadors who specialise in exceptional customer experience, who value customer care through the excellent product knowledge they hold.
The concept aimed to create a meeting point for the rugby community, where fans see fans, and they predict, commentate, and reflect on the rugby action up and down the country. It aspires to be the location that fans gravitate towards, where they share their experiences on social media, inviting other fans to join them – ultimately, where they bring their squad together.
The Famous Grouse Clubhouse embodies the ‘Spirit of Rugby’ and is THE place to be.
We took pride in our delivery, capturing some fantastic content throughout the day, with help from our brilliant Famous Grouse Rugby Ambassadors, including Gavin Hastings and Shane Williams – hosted by Jim Hamilton and of course featuring The Famous Grouse Mascot – Gilbert!
YOURGB designed and delivered The Famous Grouse sponsorship strategy end to end, with the heart of our work being centred around creating memorable experiences.
YOURgb Services Provided
- Key messaging planning
- Event design and planning
- Post event evaluation
- Success measurement
- Creative concept design
- Event styling
- Theming and dressing
- Mood boarding
- Material and kit sourcing
- Event managers
- Production managers
- VIP and act managers
- Press managers
- Production running orders
- Bar staffing and management
- Build and de-rig management
- Risk Assessment and Method Statements
- Contingency and emergency planning
- Event documentation
- Social media strategy and management
- Photography and videography
- Competitions and interactive mechanics
- General branding
- Programmes and posters
- Agendas
"YOURGB were fantastic from the start, they understood exactly what The Famous Grouse was trying to achieve. The team were innovative – paving the way, tackling, and finding solutions daily to COVID challenges, and were striving for the best for the brand in every element. They are a tight knit of highly talented, passionate, and driven group of individuals who executed over and above what was required and will do it all with a smile on their faces!"
