Closer takes Clipper Tea's magical teapot on tour

Experiential agency Closer is taking Clipper Tea on a Magical Teapot Tour around a number of UK locations and events this summer.

Closer takes Clipper Tea magical teapot on tour
Closer takes Clipper Tea magical teapot on tour

As part of a £2m marketing campaign, the consumer-focused tour starts next month at the RHS Hampton Court Flower Show on 8-14 July.

A giant teapot will provide the centrepiece for the experience, while ‘magical episodes’ will entertain passersby, which the agency explained "will spring to life every hour".

Rebecca Vercoe, marketing manager for Clipper Teas, said: "2013 is set to be one of the most exciting years in the brand’s history. The idea of making tea time more magical comes from our belief that too many tea brands simply celebrate the everyday, whereas at Clipper, we think that tea is so important to us in the UK, every cup should be special."

In addition, the teapot will be the focus of a large sampling drive, as packs of Clipper Tea will be distributed to consumers by Closer’s team of brand ambassadors. Visitors will also be treated to fun and games with the chance of winning on-the-spot prizes.

The brand will be running an online hub on its recently relaunched website, featuring details of tour locations and dates, which will be regularly updated with activity photos and videos. Clipper will also be encouraging consumers to share their experiences through social media.

Aimee Okafor, Closer’s business director, said: "We are delighted to be working with Clipper in 2013. All our experiences are designed to have digital reach engineered into them from the outset, the unexpected consumer experience from the Clipper Magical Teapot was designed to encourage social sharing to extend awareness and reach of the magic of Clipper."

The Clipper Magical Teapot Tour will be visiting Buxton Literary Festival on 20 and 21 July, as well as the Bristol Harbour Festival between 27-28 July.

Closer will also be taking the brand's experiential activity to Bath and Canterbury city centres during August, as well as the Kingston Food Festival (10-11 August) and Brighton Promenade (24-25 August).

Clipper’s biggest-ever on-pack promotion will also be conducted as part of the marketing drive, launching in August, which will run across more than one million packs and giving away 100,000 prizes including Mad Hatter tea parties and experiences from The Pop-Up Hotel.

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