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THE COPAS PARTNERSHIP: EVENTS SECTOR

Remenham Farm During Henley Regatta 


The Copas Partnership owns and manages land at the start of the world-famous Henley Royal Regatta course. During the week-long event, their Remenham Farm site transforms into a vibrant destination for corporate hospitality, bars, and retail. With The Henley Royal Regatta rooted in tradition, The Copas Partnership wanted to promote Remenham Farm's position and offering during Regatta week, highlighting its festival party vibes more relevant to new audiences, while continuing to serve long-standing Regatta guests.

The Challenge

  • Move from reactive to strategic marketing, so the Copas Events team could focus on sales and customer experience.

  • Attract a new, younger, and more local audience less familiar with Regatta traditions.

  • Promote the range of experiences available, from premium hospitality to casual bars,

  • Leverage partnerships with F&B and Entertainment Providers and Sponsors

Our Strategy

We repositioned Remenham Farm as “Where the Henley Regatta starts & the party never ends.”

A strapline that brought together location, excitement, and experience.

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  • Simplified and sharpened the brand messaging to drive awareness and make clear what and where the event was

  • Integrated Campaigns: Combining organic, paid social, email, partnerships, and influencer marketing to reach both loyal and new audiences.

  • Influencer Programme: Curated local collaborations and live event reporting to bring the Regatta to life online.

  • Paid Social Strategy: Laser-focused on the local 35-mile radius, targeting new audiences with engaging creative that highlighted both premium and casual experiences.

  • Content Strategy: Maximised organic content during Regatta week with live coverage across stories and feeds, capturing the energy of the event and amplifying reach.

The Results

The campaign, launched four months ahead of the Regatta, combined careful planning with creative execution to build momentum and drive tangible business outcomes.

  • Traffic & Sales: Paid and organic social drove a surge of new users to the website, fuelling early bookings. Regular, engaging newsletters promoted pavilions, evening events, and parking, sustaining sales right up to and during Regatta week.

  • Social Growth: In the first two months (March/April vs Jan/Feb), Facebook visits rose by 518%, followers by 1,001%, with content interactions and link clicks up 100%.

  • Year-on-Year Impact: Compared to the previous Regatta campaign, Facebook follows doubled, page visits grew by 75%, and Instagram saw a 100% increase in content interactions, a 75% rise in profile visits, and follower growth of 50%.

  • TikTok Launch: Remenham Farm made its debut on TikTok during Regatta week, reaching a young, style-conscious audience. Live interviews and fashion round-ups regularly attracted thousands of views, helping Remenham Farm trend in TikTok searches for the places to be during Henley Regatta.

The result was a highly successful campaign that not only increased visibility and engagement but also converted into ticket sales and bookings.

delivering against the client's business objectives.

"Wise Bird helped us make Remenham Farm during Henley Regatta more visible and relevant. The shift to a planned, strategic approach not only freed up our team to focus on sales but delivered real results - from local reach to online engagement and ticket sales"

Tom Copas, Managing Partner, The Copas Partnership

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