The Pipers' Trail: Opportunities for Sponsorship and Partnership

To achieve our goals we need partners and sponsors and the purpose of this note is to set out the opportunities which we believe this stirring event will bring.

In essence therefore, The Pipers’ Trail forms part of a broad Corporate Social Responsibility (CSR) agenda. Among other things, The Pipers’ Trail is designed to catalyse the debate on core values with an eye to subsequently feeding other CSR projects.

Although the Army in Scotland is funding the core planning, marketing, logistics, manpower and infrastructure to enable the Trail, a number of activities associated with The Pipers’ Trail cannot be funded from the public purse. This requires us to approach bodies, business and individuals for sponsorship and partnering. A number of sponsorship models might be used to best support The Pipers’ Trail and the needs of sponsors. Sponsorship can be directed to deliver a broad or narrow effect:

A. A Contribution to Society. As part of ongoing CSR projects or as a standalone endeavour, The Pipers’ Trail offers an opportunity to ‘tune in’ to the values that lie at the heart of musical accomplishment. The Army’s core values, to a greater or lesser extent, mirror those required of the musician in front of an audience. The Pipers’ Trail presents a unique opportunity to discuss and affirm business values and the contribution that business and commerce make to Society. It also allows a strong alignment to social responsibility and its wider purpose. This contribution is bound to provide first class brand exposure in both regional and national media (an explicit effect) but perhaps more importantly provides a strong message on the ethos and moral position of contributors (an implicit effect).

B. A National/Geographic Contribution. The 472-mile Journey that is The Pipers’ Trail presents a wonderful opportunity to draw attention to geographic affiliations between business, commerce and the local and civic community. Sponsors may seek to showcase their association with Scotland more broadly.

C. Support to the Arts. Support to The Pipers’ Trail can deliver short and longer tem effect in the Arts. The Show (a professional acting company, some musicians and production) individual pipers, drummers, pipe bands and other musical contributors all require funding in some form or other. Sponsorship or partnership in the Show would align a partner specifically to public performance along with secondary exploitation. The Pipers’ Trail on the Fringe has specific requirements and delivers specific opportunities. Sponsorship of the RSPBA Summer Workshops provides another discrete opportunity (The Pipers’ Trail is seeking to cover the costs of instructors drawn from across the piping and drumming community).

D. Support to the Armed Forces. Potential sponsors and partners may wish to directly support the work of the Armed Forces, either on current operations or their broader societal role.

E. A Specific Marketing Opportunity. Sponsors or Partners may wish to draw attention planned activity along the route or flag up future activities, perhaps even associated with ‘Homecoming Scotland’, the Clan Gathering 2009 or other forthcoming initiatives.

F. Civic Activity. The Army in Scotland through its existing network and through The Pipers’ Trail is working closely with civic and municipal authorities along the route. Potential sponsors and partner may wish develop or cement particular affiliations with communities, towns and cities along the way.

G. Individual Sponsorship. Individual pipers or drummers might be sponsored to deliver a particular effect.

While The Pipers’ Trail in its present form does not seek profit, simply cover its costs, commercial exploitation of The Pipers’ Trail brand, concept and copyrighted material is an option for the future albeit in accordance with MOD’s Wider Markets initiative.

For more information on sponsorship opportunities, please contact us on 0131 310 4889 or email enquiries@thepiperstrail.com.