Dave Ryding leads Team GB out at the Beijing 2022 Winter Olympics

Dave Ryding leads Team GB out at the Beijing 2022 Winter Olympics

What a great honour for Dave Ryding carrying the flag for Team GB Captain at the Beijing 2022 Winter Olympics opening ceremony today.

Read more here.

#daveryding #beijing2022 #winterolympics #teamgb

Never stop believing…

Never stop believing…

In 2009 Vital was asked if we would sponsor a young skier who had a dream to be the best. He needed backing to stay in the game and get to the Vancouver Winter Olympics in 2010, when there was no UK sport funding for his discipline. We backed him then and still back him today.

Dve Ryding and Jeremy EatonAbove: Vital’s Jeremy with Dave, March 2016, Tignes.

This weekend he delivered Britain’s first ever Alpine Skiing World Cup Gold Medal at Kitzbühel. Dave Ryding’s work ethic, passion, grit and sheer determination have delivered an amazing result and shows his humility, strength of character and pride all in equal measure, characteristics of a champion. His coach, tech team, family and sponsors have been unstinting in their support and belief in Dave’s ability to deliver. 

Well done Dave! great to see the nation so proud of you. 

Here’s the official word from Team GB.

#sponsorship #daveryding #snowsports


We wish you a Merry Christmas!

We wish you a Merry Christmas!

We wish you a Merry Christmas and a Happy New Year …from …us …all …at …Vital! 🎄🎄🎄

#merrychristmas #happynewyear

Pubs are back in England, Scotland and Wales!

Pubs are back in England, Scotland and Wales!

Over the past month we have been hard at work creating external comms and talking to the media (local and national) about Marston’s pubs reopening.

In total we have secured over 130 pieces of coverage (online and offline) and it’s great to see people out and about sharing the love for pubs once again!

Featured pubs: (Top) Landing Light, Weston Super Mare. (Middle) Seven Woods, Warrington. (Bottom) Manor House of Whittington, Kinver.

Merry Christmas!

Merry Christmas Everyone!

Wishing you a very Merry Christmas and a happier New Year in 2021 from all of us at Vital! 🎄🎄🎄

The 3rd Beer Town Film Festival goes online!

Beer Town Film Festival 2020 goes online!

This weekend saw the conclusion of another successful event for Beer Town Film Festival.

This year’s festival, now in its 3rd year, which was conceived by the team here back in 2017 brought a new challenge to the table. When the COVID-19 restrictions on live events were announced we had no choice but to take the festival online!

Aside from the usual activities, including; overall event management of 750+ submissions, PR, literature, website, social media and awards we organised and ran 3 days of online events including the screening of over 40 selected films, a live Q&A with actor Steven Hartley and the main awards presentation. With all this being streamed from our offices due to technical limitations at its usual home of Marston’s Brewery, the team stepped up and got the job done both in front of and behind the technology!

For more information visit the Beer Town Film Festival website, also created here at Vital.

Hot Rod enthusiast and Vital’s own CD, Leigh, makes Edelbrock debut

Hot Rod enthusiast and Vital’s own CD, Leigh, makes Edelbrock debut

Our Creative Director, Leigh Dunks, has a keen interest in 30s/40s and 50s Americana and as part of that interest has a 1929 Ford Model A Roadster Hot Rod which he has spent the last five years improving and restoring.

As a member of the Vintage Hot Rod Association (VHRA), Leigh takes part in race events at various locations and tracks around the country, from the drag strip of Santa Pod in Northants; to the hill climb at Prescott, home to the Bugatti Owners club; to the World’s Fastest Beach Race at Pendine Sands in South Wales, where Malcolm Campbell first broke the Land speed record in 1925.

The objective of the VHRA’s Hot Rod races is to encourage early 20th century automotive engineering to go as fast as it can along a beach, with a run up of ½ mile to two ‘speed traps’ at the top of the beach spaced 1/16 of a mile apart to record the average highest speed. Further glory can be had with induction into the ‘100mph Club’ which comes with a much sought after t -shirt!

Leigh earned the coveted 100mph Club t-shirt with the help of Buckland Automotive Engineering, who managed to squeeze a five litre Ford V8 into the confines of the engine bay. After this, the roadster was not only light, but also put out more than 300hp. “It literally flew!” said Leigh.

For the petrolheads amongst you, the V8 engine was stock (non-modified), but achieved extra performance with the addition of performance parts, such as intake manifold, carburettor and air filter made by one of the best known names in speed equipment: Edelbrock.

Edelbrock is a manufacturer and distributor of automotive aftermarket parts, including carburetors, superchargers, intake manifolds and cylinder heads. 

Their founder, Vic Edelbrock senior, was a pioneer of Hot Rod racing in the 30’s and 40’s before he decided to design and build performance parts for the market.

Edelbrock contacted Leigh after he had tagged them in a couple of posts on his Instagram feed, and expressed an interest in featuring his roadster in one of their stories in the blog section of their website.

An ‘interview’ with Leigh was conducted via direct messaging of various questions which formed the basis of their story.

Leigh went on to explain: “I’ve been inspired by pre-war American Hot Rods and all of the racing that took place during the golden age of hot rodding, so being contacted by a company that had such a massive influence in the history of my passion, just blew me away. I’m super stoked and proud.”

Check out the blog post featuring Leigh and his roadster: https://www.edelblog.com/general/leigh-dunks-joins-the-uk-100-mph-club-at-pendine-sands-in-his-edelbrock-equipped-29-ford-model-a-hot-rod

To learn more about Edelbrock and its history, please visit: https://www.edelbrock.com/company-history

For further details on VHRA, take a look at their website: http://vhra.co.uk/VHRA/Home.html

Smart devices, not so smart after all?

Smart devices, not so smart after all?

I love technology, I always have. From a very young age I was interested in tech and gadgets, a keen gamer throughout life and always excited when ‘the next big thing’ came out, from the lights and sound Star Wars toys I had as a young boy to my first ‘Pong’ games console in a lovely walnut finish.

Smart devices, in particular, now fascinate me and voice control has captured me to the point where my home is filled with it. From my first experience with Xbox through Kinect, on phones with Siri, Cortana and Google Assistant to Alexa enabled plugs, lights, security cameras, we are surrounded by ways to make life easier without having to move out of our seats. I am purposely not going to go into the link with obesity on this occasion as that is another debate.

My rant here is more fundamental, and it is the one thing about voice control that really annoys me. As a Generation X child, born to a Traditionalist and Baby Boomer I was brought up well, In a society where if you did something wrong you got a clip round the ear, I was taught respect, to be polite and courteous, something I am very proud of. And this is my bug bear with voice activation.

It has become all too easy to demand and get; Alexa, play my music, Siri, call John, Hey Google, turn on the lights, Xbox, record that… with manners being classed as a cultural social intelligence, where is this demonstrated in these so called ‘smart’ devices?

As a parent I have brought my children up the way I was taught, to always say please and thank you and to have respect when talking to others, but this is now being challenged by the ability for them to simply ask a machine to do something and get it. You can argue it’s just a machine, but the traits follow through to everyday life. It has become far too commonplace to hear conversations with little or no manners, amongst friends, work colleagues, in shops, on public transport. The ‘demand and get’ culture has gotten out of hand. Maybe what has frustrated me most is how my generation, who are at the forefront of many of these innovations, have allowed this to happen. In old school words ‘we should have known better.’

It’s time for market leaders to address this. Let’s start with Amazon, creator of Alexa, famous for its exceptional customer experience, impeccably polite when you deal with them, how has this not been translated? Companies like Amazon, Apple, Google and Microsoft need to take some accountability and address this issue, simply making it so you cannot have your ‘music on demand’ without saying please would go a long way to changing the way people think and speak.

If we have to be polite to the machines then these behaviours will subconsciously follow through to everyday life and interactions. A simple and worthwhile fix, surely?


Social intelligence source: https://www.huffpost.com/entry/16-signs-of-a-socially-intelligent-person

Valentine’s Day… love it or loathe it?

Valentine’s Day… love it or loathe it?

So, what is Valentine’s Day? Well it’s an excuse to get sentimental with a loved one, but do we need all the stuff that goes with it? The teddy bears, chocolate and over the top cards?

Putting aside the sustainable aspect on that, what brands are trying to market is essentially all unessential stuff. But, how do brands reach and most importantly engage with us on a competitive, marketing fuelled sales day?

Well, we have put together a list of our top three Valentine’s Day campaigns and why we think they got us falling in love with them:

  1. Wilkinson Sword: Smooth Valentine’s Day – an oldie but a goodie. It definitely has the shareable factor and make us all go “aww!”


  1. Greggs: Candlelit Dinner- offering a comedic aspect to customers. A bake way to anyone’s heart!
    Greggs offers sit-down candle-lit dinners for Valentine’s Day
  2. EasyJet: #LoveSickSonnets – making a usual trip somewhat special, making you feel a part of something new and different. A very social media friendly way to share the news and publicise your company.

By looking at the different campaigns, it’s clear to see there isn’t a ‘one-way fits all’, with each campaign exercising a different approach, from advertisement to an interruption to a social norm.

It’s not a hidden secret or major surprise that Valentine’s Day is primarily targeted towards the younger age groups, and lo and behold in 2020 millennials are predicted to be the highest spending generation this Valentine’s Day. But, this doesn’t necessarily mean expensive one-off gifts will be bought. The behaviour of consumers is constantly changing and in 2018, according to a Mintel report, 32% of Valentine’s Day spend went on experiences, up from 18% the year before.

A generation who has grown up with social media and who are constantly exposed to online brand activity, means it will take a lot more than a styled Instagram post to encourage or influence behaviour; more consideration is taken when choosing to interact with a brand.

Likewise, trends such as ‘Galentine’s Day’ on 13th February is only growing in popularity, showcasing how the traditional form of Valentine’s Day is expanding to celebrate love for all and not just your partner.

Therefore, the way in which brands try and work their Valentine’s Day magic and promote their product or event comes off the back of knowing your customer and their behaviour; knowing what they like, what they find important and how they communicate. You can then identify strategies that what will encourage a reaction and provide engagement. 

An example most recently showcasing how marketing shouldn’t be done, is from a luxury car brand suggesting we should buy a car because it’s Valentine’s Day… I’m sorry brands, but a quick text alert with a sales promotion just isn’t the way to people’s hearts anymore.