BACARDI owns the French Quarter at Tales of the Cocktail
A unique setting in a crowded space commands attention.
The spirits industry has several major conferences per year that target what are universally considered the “gatekeepers” to the success of their brands: the bartender/mixologist community. This premier industry conference, Tales of the Cocktail, takes over the city of New Orleans. Every supplier and brand, both big and small, must have a presence in some form at this conference to stay relevant. Tales of the Cocktail (TOTC) is a week long event and is a combination of product education seminars, category presentations, special events, experiences and edu-tainment. To stay relevant, BACARDI USA, with their full portfolio of brands, must have a major presence and use this time to gain share of mind amongst this influential group.
TEAM designed a series of engaging seminars, presentations, events, and experiences compelling enough to draw interest in BACARDI USA and away from industry giants such as Diageo and Pernod Ricard. Each day consisted of one to three robust activities that would stand out on a crowded schedule – filled with options for conference attendees. In addition, TEAM was tasked with reinvigorating some of the brands that did not have any “new news” by putting a creative spin into our approach.
The inspiration was the heritage of the BACARDI brands in the portfolio.
TEAM developed a social media teaser campaign to announce the BACARDI TOTC events to invited guests on Twitter and Instagram. We gathered a social following pre-event, and created custom hashtags guests used to tweet and post during the week. We deployed social listening tools to engage with guests prior to and during events, and used Twitter and Instagram to direct them to different attractions within each event, especially the BACARDI Street Party. Post event, we used the event social channels to recap and showcase guest photos. Social media impressions totaled 258.4K.
Brands such as MARTINI and St-Germain that often receive minimal attention, stood out among industry competitors. More than 7,500 one-on-one engagements took place at BACARDI and TEAM events throughout the week. The BACARDI Street Party was heralded as “the best of the best” among TOTC events in the press and stood out among all major suppliers.