Bacardi-Martini has launched a Bacardi rum nationwide celebrity DJ tour, as a marketing sharpener in its Latin Quarter campaign. Running across 28 Po Na Na and Fez club venues across the country, the DJ tour is intended to carry the message directly to consumers in the on-trade. Venues will be dressed in Bacardi rum Latin Quarter merchandise and barmen will be trained by Bacardi staff in the art of cocktail flairing and mixology. London venues will be kitted out with viewloos and viewrinals, showing clips from the Bacardi B-Bar and the Vinnie Jones advert 'at a time when attention is guaranteed'. Marie Carter, senior on trade marketing manager says the idea was to extend the ad campaign into real-time events based activity: 'The concept of viewloo marketing is one that is relatively new to the UK bar scene, but is one that is right for our target customers of 18-25 year-olds.
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