The airline wanted to tie the events in with its ‘quintessentially British’ positioning – a reference to its heritage – and its ‘Summer goes further with Monarch’ above-the-line campaign.
Flourish came up with the concept of introducing a taste of the British seaside to the events, with a fleet of vintage ice-cream vans dispensing free ice lollies in Monarch’s brand colours.
The lollies are handed out by a team of Monarch cabin crew, dressed in replica vintage uniforms, with prizes such as Monarch holidays and Monarch flights integrating the ‘Summer goes further’ campaign.
Around 124,000 people are expected to attend the events, featuring acts including Will Young, Jamie Cullum and Jools Holland, throughout July and August.
"Sponsorship of the English Heritage and Tatton Park Picnic Concerts series provides a fantastic opportunity for Monarch to highlight its 42-year heritage and commitment to providing exceptional care and service to all its customers. The work that Flourish has done to bring to life the sponsorship and the brief has been outstanding, and the retro summer feel to the activity has enabled us to support our ongoing above-the-line campaign and create a brand experience to remember," said Monarch Group head of communications Jo Leigh.
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