GEM has successfully planned and executed everything from bar promotions to large special events across a number of clients ranging from beer to dog food.
Kevin Robb Ryan Partnerships, Account Director
MOUNT GAYMOUNT GAY
OBJECTIVE:
Support advertising in Skiing Magazine and build brand awareness for Mt. Gay Rum within the young active skiing lifestyle.
APPROACH:
Multi-year program was created in coordination with Skiing Magazine and developed to add value to Mt. Gay Rum’s media buy. The promotional tour consisted of 7 events held at destination resorts across the country. Each event consisted of a bartenders race featuring local bars, restaurants and Mt. Gay accounts. Consumers were invited to compete through an integrated program targeting retail outlets, restaurants, bars and participating ski areas.
RESULTS:
3 month nationwide promotion, with 7 individual events per year
Over 600 competitors and 60,000+ consumer interactions each year
Promotional support included; full page ad in Skiing magazine, local newspapers, postcards, skinet.com, Fox Sports “Snozone”
Each local tour stop consisted of 2 local bar promotions, a ski race and sweepstakes drawing
Distributed coupons for complimentary Mt. Gay Rum drinks drove consumers to retail
47% Mt. Gay sales increase during promotion schedule
23% average local distribution increase of Mt. Gay product (both on and off premise)
On-site presence: Mt. Gay Rum inflatable, 10 X 20 branded EZ-up tent, banners, posters, coolers, race bibs, premium giveaways
