Big Sunday is North Devon’s only one-day classic charity Volkswagen event. Proceeds from the event go towards a different local charity each year, but it soon became evident that being reliant on VW car enthusiasts alone could jeopardise the event into not 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, the tone of the branding needed to be more inclusive to families. 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 made it commercially viable and benefitted local business, as well as local charities.