Courvoisier has backed a summer-long campaign with The Times newspaper to promote a series of events and festivals across the UK this summer. The collaboration comes shortly after The Times brand went behind an online paywall.
The campaign begins in July with an eight-page guide in the Playlist supplement of The Times that includes information about the best revolutionary nights out and inspiring events through the summer – including those created and supported by Courvoisier via its Revolutionary Spirit Festival 2010.
During the following six weeks full page advertorials in The Playlist will cover some of the key themes relevant for Courvoisier’s target consumer including night out with the boys, alfresco bars, date night for the grown-up man, live music and best bars and restaurants for late night entertainment.
The activity will be supported by a microsite on the newly launched The Times’ website, including all content from the guide and advertorials, plus many other events. The microsite will run for the full six weeks of the campaign.
‘This campaign will ensure Courvoisier is front of mind with our target consumers while positioning the brand alongside revolutionary events in the UK this year,’ says Courvoisier marketing manager Janice McIntosh. ‘The Times editorial team is working in partnership with us on the project, which is a first for them, because they believe the content is of especially high reader interest. We were also the first advertiser ever to integrate with the Evening Standard’s entertainment section with the Summer of Punch promotional activity running from April to August and we’re the first brand to sponsor More 4’s The Daily Show.’
As part of the £15m spend on the brand this year, Courvoisier’s Revolutionary Spirit Festival events include:
Revolutionary Spirit Festival events:
Courvoisier presents The Complete History of Food with Bompas & Parr An entire building in central London will be transformed into a culinary experience during which guests will enjoy dishes from the history of food, each paired with a different Courvoisier serve. The experience will run from 14th – 18th July. Tickets cost £25 and are available from www.revolutionary-spirit.com
Punchdrunk Theatre Company and English National Opera
Courvoisier will run a central bar at the production of The Duchess of Malfi, serving ‘Malfi-themed’ cocktails and punches. The production runs from 19th – 23rd July.
Secret Garden Party
Courvoisier will be at the Secret Garden Party festival with an incredible drinks installation, thanks to a link with festival founder Freddie Fellows who is also a member of Courvoisier The Future 500. The festival runs from 22nd – 25th July.
Courvoisier’s Big Treat
Courvoisier’s The Future Gallery will play host to Courvoisier’s Big Treat – a pop-up urban health spa to treat the mind, body and soul, by Andy Gibson from July 15th -17th.
Comments:
Cognac isn’t know as a summer dink, so this series of events and campaigns sees it attempt to expand its seasonal drinking window and go head-to-head with established longer summer drinks like Pimms. Is an initiative behind a closed pay wall the right approach to such an objective?
Links:
http://www.youtube.com/watch?v=pIuaEgnyN5Y&feature=player_embedded
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