Fair operators seek brand sponsorship and advertising

Travelling fairground operators are seeking brand tie-ins and are offering advertising space to brands, as they attempt to overhaul the image of fairs and present them as family-friendly environments where children are safe.

The Showmen’s Guild of Great Britain, the trade body for travelling funfairs, began to co-ordinate marketing two years ago, with a central website and regional press advertising, to combat the growing threat from theme parks and other leisure destinations (MW August 22, 2002). A National Funfair Week over the recent Bank Holiday was fronted by pop act the Cheeky Girls.

Showmen’s Guild spokesman Desmond Fitzgerald says: “The guild is having to move, as much as possible, to market the fairs in a more corporate way. It is keen to develop partnerships with food, drink, fashion and other brands and their agencies.”

Desmond adds that each fair is “highly regulated” and together they offer hundreds of “as-yet unbranded” food and drink outlets. He adds that they offer the opportunity to reach “millions of young, free-thinking customers at play”.

The money raised by partnership or sponsorship will fund rising operating costs and further marketing. The Showman’s Guild represents fairs with a long history, including the Nottingham Goose Fair, Oxford St Giles fair and the Hoppings in Newcastle.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here