Building a brand in the equine and country sectors requires an authentic connection to the lifestyle, which is something we live and breathe at Coate PR.
From world-class events to heritage footwear and nutritional pioneers, we have had the privilege of helping some of the sector’s most iconic names strengthen their authority and reach new audiences. Here is a look at three brands we have helped build and the strategies which delivered success.
Orca Bay: Stepping into the mainstream
Orca Bay is a brand synonymous with quality, with every shoe handmade by highly skilled craftsman. While its roots are firmly planted in the sailing market, our goal was to broaden the brand’s appeal to wider country audiences.
How we helped build the brand:
- Driving consumer interest: While Orca Bay doesn’t sell direct to consumer, brand awareness is critical for driving demand through its retail partners. By working with specially selected influencers with equine and country lifestyles, such as Tom Bird and Bizza Walters, we showed that Orca Bay is as at home in the countryside as it is on the jetty
- Brand partnerships: We leveraged partnerships to place our clients in front of ‘lookalike’ audiences that share the same values. A key example was our collaboration with Hollings, a leader in natural dog treats. By aligning Orca Bay with a brand that has a loyal following of country pet owners, we were able to introduce the footwear to a demographic that prioritises outdoor durability and natural quality – creating a cross-pollination of brand trust that benefited both parties
- Events: We worked with the brand to establish stands at well-attended events including The Game Fair. This allowed the brand to directly interact with consumers, instead of relying on third-party retail partners. This physical presence elevated the brand to an engaged audience. It also allowed us an opportunity to invite influencers who were already attending the event to visit the stand for gifting and social media opportunities which further engaged audiences and encouraged visitors to stop by the stand
The Game Fair: Promoting the ‘Glastonbury of the Countryside’
The Game Fair is the ultimate celebration of the British countryside. Managing the PR for an event of this scale, which sees over 135,000 visitors, requires a blend of military-grade organisation and creative storytelling.
How we helped build the brand:
- Media centre excellence: We have managed the press office and media relations for The Game Fair for several years, ensuring the event dominates the national and niche press. This includes securing coverage in national titles like The Telegraph
- Broadening the demographic: To help the event grow, we moved beyond the traditional sporting audience. By promoting the ‘lifestyle’ elements – the food, the shopping, and the celebrity appearances – we helped position The Game Fair as a ‘must-attend’ date for families and rural-curious urbanites
British Horse Feeds: Fuelling excellence
As the manufacturers of the world-famous Speedi-Beet, British Horse Feeds is the leader in producing fibre mash based diets using its patented process. Originally created for a laminitic family pony Speedi-Beet and stablemate Fibre-Beet are known and trusted worldwide.
How we helped build the brand:
- Informing the customer and the trade: Over our time working with British Horse Feeds, we have taken the message to the equine media across print, social media and digital activity. All supported by excellent copywriting and knowledge of the market. Recently we extended this into print and online sponsorship deals with the top to monthly equine publications enabling British Horse Feeds to be seen in magazines in new places supporting editorial key to the readership
- Sponsorship support: by maximising the benefit of sponsorships at high level events we have been able to demonstrate how mashes can be a valuable part of performance horse diets
- Engaging ad campaigns: We have been instrumental in the creative aspects of the campaigns run for all British Horse Feeds products and maximising the campaign assets across media to gain a true increase in eyes on the message
We help traditional brands sharpen their message, reach new audiences, and command the authority they deserve. Ready to amplify your brand? Get in touch: april@coatepr.com.