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Marketing
Matters won the England for Excellence Award for Event of
the Year, having seen off 16 eminent rivals including the
Lord Mayor’s Show, World Water Sports Festival, The British
Grand Prix and the Bath International Music Festival.
The event which won? The Endeavour British Tour - a 7 month
/ 14 port tour of the UK by the world’s most authentic
replica ship, Captain Cook’s HM Bark Endeavour, built
in Australia and circumnavigating the world for the first
time.
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The key team of only two provided
a comprehensive service, developing, delivering and marketing
the tour for their Australian clients, and rose to the challenge
of combining strategic planning, national and local marketing,
complex logistical scheduling with painstaking attention to
detail 14 times over. The first of its kind, the tour aimed
to give the public a unique opportunity to experience Britain’s
maritime past first-hand. Festival events were organised in
each port around the ship’s visit and the ship herself
was open to the public. Not necessarily an easy visit as the
headroom in places was less than three feet! but over 235,000
paying visitors (17% above target) made it!
The highlight was Whitby when an estimated half a million
people watched this tiny but truly historic sail into the
town where the original was built in 1764.
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