• September 26, 2025

Loyalty & authentic partnerships take centre stage at Strata insights event

Loyalty & authentic partnerships take centre stage at Strata insights event

Loyalty & authentic partnerships take centre stage at Strata insights event 1024 576 micebook.

Creating meaningful customer connections today takes more than points and promotions. It demands loyalty strategies and partnerships that feel authentic and add real value.

This was the central theme explored on 11 September at Sea Containers London, where an invited audience gathered for an exclusive insights event hosted by Strata, the award-winning brand experience agency. As part of Strata’s Making Moments Matter series, Mando Connect’s Jo Ashdown and Charlie Hills delivered a keynote titled “Maximising Customer Engagement through Loyalty Marketing and Partnerships” and shared exclusive YouGov research and powerful case studies on how loyalty marketing and event partnerships, when done well, can cut through the noise and drive long-term brand engagement.

The loyalty landscape

Almost every adult in Britain now finds at least one loyalty programme appealing, according to Mando Connect’s 2024–25 white papers. Their research reveals that 97 percent of British adults find at least one loyalty programme appealing, 70 percent are members of at least one, and the average Brit belongs to six programmes but is active in three. Across Europe, membership ranges from 89 percent in Finland to 27 percent in Turkey, showing the importance of tailoring strategies by market. Loyalty programmes deliver measurable impact: 58.6 percent of Brits shop more often when members, 47 percent become more loyal, 43 percent spend more and 39 percent recommend brands more frequently.

“Authenticity is non-negotiable. Audiences can spot hollow sponsorship,” said Jo Ashdown. “The days of badge partnerships are long gone.”

Charlie Hills added: “Britain is one of the most engaged loyalty markets in Europe, which is a huge opportunity for brands. But with that opportunity comes responsibility. You can’t simply copy what others are doing, you have to understand your audience, offer genuine value and be prepared to adapt as their needs and expectations evolve.”

Ashdown and Hills stressed that partnerships should enhance the experience rather than just ‘badge it’ (when sponsorships that focus mainly on brand visibility without meaningfully adding to the event or audience experience).

Partnerships that work

Speaking during the keynote, Jeep UK Sales Director Iain Brown joined the stage to describe a recent Jeep-North Face collaboration, which offered a powerful example of an authentic, experience-driven partnership. Special design details such as interiors inspired by North Face backpacks and numbered production tied to Mont Blanc’s 4,806 metre height connect the vehicle to the outdoor lifestyle their customers value.

This was further amplified by the launch of an experiential programme, Camp Jeep, managed by Strata, where customers, prospects and influencers enjoyed an overnight, off road camping experience. Brown noted that the partnership took a significant amount of time to bring to life and that customers were placing orders even before pricing or offers had been announced, underlining the power of thoughtful, well aligned collaborations.

Wimbledon and Glastonbury offered standout examples. Vodafone’s sponsorship enhances these events rather than simply branding them. By improving network connectivity, making navigation easier and ensuring accessibility for visually impaired spectators at Wimbledon, Vodafone shows how a brand can add real value. At Glastonbury, solving practical problems like network coverage earned goodwill and deeper loyalty.

Spotify’s long-standing involvement with Notting Hill Carnival was also highlighted as a model of cultural authenticity. The platform amplifies Carnival artists and acts through playlists and in-app features, making the music and culture accessible to wider audiences. By working with local communities beyond the festival weekend, Spotify ensures its sponsorship supports culture year-round. “Spotify deserves to be at Carnival because it lifts the culture, the artists and the community. It doesn’t just badge the event,” Hills added.

London artist Bokiba with her Spotify-commissioned Notting Hill mural, capturing Carnival’s energy and women of colour, with bold patterns and a scannable code linking to its sounds

Key takeaways for brands

These examples led to three broader insights. Sponsorship must serve audience needs or enrich their experience, not simply display branding. Authenticity and relevance are key, and brands should deserve their place at cultural events. Adding practical or cultural value creates emotional connection and strengthens loyalty far more effectively than traditional sponsorship alone.

Other case studies from the keynote reinforced the point. British Airways and American Express’s companion voucher scheme showed the power of gamification. Lloyds Bank’s Disney perk demonstrated emotional connection in a rigid sector. Shell’s multi-partner prize promotion smashed its KPIs, while Jeep’s North Face collaboration and Coca-Cola’s Project Last Mile proved that long-term, innovative partnerships can solve challenges beyond commerce.

“Partnerships done well create opportunities to think and do things differently,” Hills told the audience. “That’s where real engagement happens.”

Commenting on the event and keynote, Giles Cattle, chief growth officer at Strata, said: “Jo and Charlie’s insights were incredibly valuable for our audience. The data, real world examples, a highlight being our experiential work with Jeep, coupled with practical tips sparked plenty of discussion and provided clear takeaways for brands looking to build deeper engagement. We were delighted to provide a platform for this important conversation as part of our Making Moments Matter series.”

 

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