As the horse-racing world gears up for the annual Cheltenham Festival next week, Bulmers Irish Cider has launched a new TV advertising campaign to promote and support its inaugural year of sponsorship of The Cheltenham Gold Cup. The four-year sponsorship of one racing’s top events- now known as the Bulmers Cheltenham Gold Cup- also sees the brand become the Presenting Partner of The Festival.
The TV campaign, which was created by the Dublin-based creative agency Tenth Man, was made in Ireland and shows a stallion racing through the orchards of Clonmel, the home of Bulmers, before crossing to the excitement of Cheltenham Gold Cup day.
“This Cheltenham sponsorship, which spans both Ireland and the UK, is a significant investment by the Bulmers brand in one of the most important and anticipated racing events on the sporting calendar,” says Tom McCusker, Managing Director of C&C Ireland. “This is a marriage of two iconic brands, both of which are steeped in heritage, and the new TV ad strongly reflects the synergy between the two. Ireland’s number one cider is produced in Co. Tipperary, which is a stronghold of Irish horseracing. The connection between Bulmers, Clonmel and horseracing is perfect, making the Cheltenham sponsorship a great fit for the brand,” he says.
“Reaching a wide TV and online audience is a really important and integral part of our marketing strategy for Bulmers and for our sponsorship of The Festival, particularly given the huge Irish interest in Cheltenham,” he adds.
The new Bulmers Cheltenham TV advertisement will go live today, March 8, across Virgin Media, Sky, TG4, Channel 4, E4 and More 4, together with a number of online platforms including RTE.