Beating Retreat

This two day event which is held at London's Horse Guards Parade sees the Massed Bands of the Royal Marines perform their world-renowned Beating Retreat in celebration of the birthday of their Captain General, His Royal Highness The Prince Philip, Duke of Edinburgh, KG, KT. All proceeds from this popular event go to The Royal Navy and Royal Marines Charity.



Sapphire Seven developed a marketing strategy and produced a marketing plan for the event which was in line with the charity's objectives and their core values.

This event takes place at the mercy of the British elements and the weather in the lead up to the event was not on our side, therefore we provided a concise yet flexible marketing plan to ensure we maximised exposure on those ‘less rainy’ days.

As well as targeting the event’s key patrons, we reached out for a ‘fresh’ audience including youth and music groups within the area as well as a push on marketing and PR towards the tourists in the city.

The marketing plan worked extremely well, with record tickets sales and a great mix of both loyal and new supporters.

Website & Tickets Sales

Sapphire Seven worked with the client's chosen web services supplier to spec out a website that covered the advertising of the event, and which provided a platform for publication of event information and the sale of tickets.

We populated the website with information and imagery and kept it up to date with the latest information and news from the client. We also fully managed the ticket sales undertaking everything from order processing, payment processing, dispatch of orders and financial reconciliation.

Alongside the website services, Sapphire Seven provide customer services via both email and telephone, answering general enquiries and taking orders for tickets over the phone, along with a full after sales service.

Visit the Beating Retreat Website

Website & Tickets Sales

On site services

On site services

In the days leading up to the event Sapphire Seven had several staff on site promoting the event to everyone in the area. Our staff engaged with people within the area, both locals and tourists and sold tickets directly on site.

Over the two days of the event, additional Sapphire Seven staff were on site and covered both ‘collections’ from last minute website sales, as well as all ‘on the gate’ ticket sales.

Feedback from the band, the charity and the customers was tremendous and a great day was had by all.


Below is a selection of images from the previous event: