On 24 April, the Yorkshire Tea Train brought together 200 journalists, bloggers and brand fans to celebrate the joys of a proper brew. There was even a celebrity appearance from One Direction’s Louis Tomlinson.
Festivities began with tea and live music in the Orient Express lounge at London’s Victoria station, which had been transformed into the Yorkshire Tea Train lounge.
Guests were then welcomed on board the historic train for a journey through the countryside with a host of tea-related activities including making tea-cocktails and talks from tea sommeliers.
Attendees were also able to dance the length of the train with an on-board marching band.
Using RFID tickets, each guest was given a personalised mock broadsheet newspaper that featured a photograph of them at the event and contained content that fortified the brand message.
Simon Eyles, marketing director at Yorkshire Tea, said: "This event is the first piece of major experiential activity for Yorkshire Tea and we are thrilled to be able to share it with so many of our loyal fans, some of whom go to extraordinary lengths to show us how much they love a proper brew. By including them alongside bloggers, journalists and key influencers, we were able to provide genuine, feel-good insight into the world of Yorkshire Tea."
Sharon Richey, chief executive at Because, added: "Yorkshire Tea has been a brilliant, fun brand to work with. The Yorkshire Tea Train allowed guests to experience the brand’s refreshing ethos first hand. It was specifically designed to bring guests into Yorkshire Tea’s world and to thank them for their continued support for the brand."
The activity was part of a wider promotional campaign for Yorkshire Tea, building on the celebratory tone of the brand’s latest TV ads.
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