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Circle Agency creates pop-up for Bullitt Group catamaran race tour

Friday June 19, 2015 at 6:42pm
Circle Agency has designed a bespoke pop-up retail activation for Bullitt Group’s title sponsorship of the Bullitt GC32 Racing Tour, a new catamaran race tour taking place in five locations across Europe. Bullitt Group designs, manufactures and sells bespoke electronic goods for brands; from custom-built high-end speakers and headphones for Ted Baker and Ministry of Sound to rugged, durable mobile phones for Caterpillar and JCB. Bullitt approached experiential marketing agency Circle Agency to develop an activation strategy which would maximise the two-year sponsorship deal by increasing awareness of Bullitt’s own brand, and driving sales of its products direct to the end consumer. The Bullitt GC32 Racing Tour started in Austria on May 27th and runs until October 3rd 2015, visiting England, Germany, France and Italy. Circle Agency’s in-house design and production teams designed and fitted out a shipping container, turning it into a pop-up store, which will be open at each of the race events. Circle Agency is also providing on-going consultancy on brand ambassador training and event management. Claire Stokes, Circle Agency MD, says: “Bullitt develops ground-breaking products for some of the world’s most well-known brands, but its own brand identity is often hidden from the end buyer. The GC32 sponsorship is the ideal place to raise awareness of their work. The container has been designed to feature sales areas for each of Bullitt’s core clients; JCB, Caterpillar, Kodak, Ted Baker and Ministry of Sound. It incorporates a roof terrace for VIP drink receptions and performances from Ministry of Sound DJs. Dave Floyd, co-CEO at Bullitt Group comments: “GC32 foiling catamarans are the exciting innovation in sailing and we wanted to be involved in this new tour from the start to help influence the way the sport is going – exactly as we have within the mobile and audio industries for the brands we work with. The races are the perfect platform to showcase our devices in fantastic European locations throughout the summer.”
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