Our partnership with Live Nation and Blueprint for Contact Music Festival 2015 began as a means to forge a bond with a new generation of potential consumers with Mount Gay Rum. Given the recent surge in Rum consumption, Mount Gay’s quality and rich heritage speaks to an older, spirit-forward consumer. Our alignment with Contact enabled us to access a new demographic and target market for brand recognition and new sales channels.
Strategically partnering as Contact’s VIP lounge sponsor, we achieved exposure and visibility with a new generation of potential consumers while still maintaining the integrity of our brand as a premium spirit in the luxury category. With a sold out venue, we offered paid beverage sales for volume distribution and VIP samplings exclusively in the Mount Gay VIP lounge. Branded sampling stamps, wrist brands, banners, bar logos, attire and glassware helped promote the rum sales at venue selling product above venue projections.
AT A GLANCE:
Exposure to new audience of target consumers with incremental sales during and post-event
Established brand recognition with new demographic and longstanding reach through word of mouth marketing
New consumer engagement while maintaining brand integrity with existing consumers