Brand Owner: Bacardi-Martini
Category: Drinks (alcoholic)
Date: May 2007
Media Agency: Universal McCann
Other Agencies: RPM, Nelson Bostock Communications, WWAV Rapp Collins
Media Owner: O2
Media Channels: Events, Print, Radio, PR
Martini wanted to be cool again, the iconic drink it had been back in the 1970s. Universal McCann's solution was to create a bar in London for a limited time and leverage the location via media, advertising and PR. The bar would serve the coolest Martini-based drinks to a glittering clientele.
The Martini Terrazza was pitched as the most exclusive open-air bar in London for four weeks in May, offering a taste of summer glamour.
Martini Men were sent to offices in London offering Terrazza invites, and reader events were held at the bar for women's glossies such as OK, Closer and Heat. The bar also was promoted via ads around celebrity print and radio news. Capital FM broadcast its entertainment news live from the bar, and celebrities came for drinks.
Guests at the premiere party for "Ocean's 13" -- starring brand spokesman George Clooney -- were invited to the bar and had the chance to win tickets to the film and meet Mr. Clooney. Other giveaways included trips to Formula 1 races, thanks to Martini's association with Ferrari.
The bar attracted more than 6,000 people despite appalling weather in London; positive word-of-mouth boosted sales in London bars by 25%.
A-listers such as Amy Winehouse started turning up unannounced at the bar, and more than 100,000 consumers responded to competitions and promotions. The bar attracted almost $200,000 worth of PR for the brand. Martini also was signed up to serve drinks at the O2 Arena for 10 weeks during the summer.
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