The Royal Wedding 2011: Can the honeymoon period last for British heritage?
The wedding of Prince William to Kate Middleton on 29 April 2011 is being hailed as the media sensation of the decade. While employees are eyeing the additional holiday and the younger generation looks forward to its first Royal Wedding, brands are also gearing up for the big day.
The event is the culmination of a successful period for Britain on an international stage, having secured the 2012 Olympics and the Rugby World Cup in 2015. With the Diamond Jubilee also approaching in 2012, however, this year’s event allows the country to start focusing on its heritage rather than attempts to emulate a “cool Britannia”.
With accumulative estimates of the growth these events could contribute to the UK economy of 60% by 2020, it’s unsurprising that brands are keen to capitalise. The wedding alone is expected to contribute £650m. Tourism, merchandising and media are among the top markets set to thrive.
This report examines some of the brands that are already seeking to capitalise on the royal event, gauging opinion from marketers with different perspectives on target demographics, sectors and messages, on how they’re leveraging it in current activity and plans moving forward. To view the content, click here or subscribe.