Our Work / TATA: Hay Festival

Creating a major sponsorship and hospitality programme using brand activation /

Services: sponsorship; event measurement

Challenge: To create interactive sponsorship events for a large global company at a top UK festival

Tata was a main sponsor of the Hay Festival, a world-famous literature and arts festival in the UK, for a number of years.


The multinational felt that sponsorship of this event fitted well with its strategic and brand objectives, and represented an excellent opportunity to showcase what it does and the many brands it operates.


Tata was keen that its sponsorship activity form a central part of the event, fully engaging festival visitors, rather than taking a more low-key approach.


Its aim was for guests including journalists, authors and politicians to be able to experience the Tata brand, understand its CSR ethos and the initiatives it supports.


Powwow supported the planning of all Tata’s brand activation at the festival, as well as ran the hospitality programme for VIP guests.

Events/activations included:


  • Jaguar Land Rover installing a unique and bespoke ‘Storytelling Nook’. A Land Rover kitted out with interactive messaging created a ‘stage’ for authors and speakers.
  • A virtual reality experience showcasing Tata Communications’ technology used for Formula one.
  • Thought leadership sessions led by The Spark Salon, a Tata Consultancy Services initiative created to showcase innovative perspectives on the role of technology in helping create a sustainable world. One session was included in the main programme of events while another was for invited guests only.


Tata also put on a hospitality programme for 50 invited guests. They took over two country manors, designing an agenda, which included sessions with invited authors and guests, that would help attendees gain a better understanding of the what the company does.


The Powwow team was instrumental in the delivery of the sponsorship and hospitality programmes. It was also able to measure and evaluate year-on-year success, identifying what could be improved each festival.