Yorkshire Tea experiential activity causes a stir at London’s Victoria Station

Yorkshire Tea staged its first piece of major experiential activity this week, hosting a press event aboard the Orient Express. The Yorkshire Tea Train departed London’s Victoria Station with tea-loving passengers – a bevy of journalists, bloggers and loyal brand fans brought together to enjoy a “proper brew”.

The event, as reported in the April issue of Stand Out magazine, was organised by brand experience agency BEcause and is part of a wider promotional campaign for Yorkshire Tea, building on the celebratory tone of the brand’s latest TV ads.

Two hundred key influencers, journalists, bloggers and Friends of Yorkshire Tea were invited to the tea party – the Orient Express lounge at Victoria Station was transformed into the Yorkshire Tea Train lounge where guests started their experience with tea and live music.

Simon Eyles, marketing director at Yorkshire Tea, comments: “This event is the first piece of major experiential activity for Yorkshire Tea and we were thrilled to be able to share it with so many of our loyal fans, some of whom went 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.”

Guests were welcomed on board the historic train for a three-and-a-half hour journey through the countryside that celebrated “a proper brew” with a host of tea-related activities including cocktail making with tea and talks from tea sommeliers. Attendees were able to dance the length of the train with an on board marching band, and enjoyed afternoon tea served in branded teacups and teapots.

Using RFID tagged tickets, each attendee was then given a personalised mock broadsheet newspaper that featured a photograph of them at the event and contained content that fortified the brand message.

Adds Sharon Richey, CEO at BEcause: “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.”