Big Sunday is North Devon’s only one-day classic charity Volkswagen event. Every year folk from far and wide travel down to the South West of the UK to park amongst other like-minded enthusiasts and spend the day on Croyde’s famous beach. Proceeds from the event go towards a different local charity each year, but it soon became evident that being reliant on VW car enthusiasts only could jeopardise the event being able to generate enough profit to be in a position to help these important local causes.
As the event is situated in Croyde, a well-known tourist mecca, we designed the tone of the branding to be more inclusive to families and also children. By focusing less on the VW enthusiast in outbound marketing, the event became a far wider-reaching experience. Foot-fall became an important part of the success of the event, which not only made it commercially viable but created an annual event that benefitted local business, as well as local charities.