Jim Beam's Bourbon Festival

BRIEF

Encourage ‘drink of choice’ for afternoon drinking – competing with beer sales.
Create a unique series of day-time events.
Devise & execute a creative conference including interactive panel discussion on key topics.
Stay true to the Jim Beam brand, yet target new recruits at Jim Beam’s Bourbon Festival.
Quintessentially Australian with Jim Beam’s foundation – ‘Music, Sport & Passion’.

AUDIENCE

Loyal Jim Beam drinkers plus new recruits
18-55 year old demographics

RELATIONSHIPS
Relationship building with key on-premise venue’s across Australia, with 2,000 – 2,500 people attending per festival.

ENTERTAINMENT
7-9 hours of non-stop entertainment & action including Axle Whitehead as host, various bands & Dj’s, celebrity appearances.

CUSTOM
Sourced, bought & refurbishment an old school bus: completely gutting the bus internally, raising the roof by 50cm and added an additional steps & door for a rear egress. We then conceptualized, project managed & headed up the build, along with the creative from The Works Sydney. This a unique and cool addition to Jim Beam’s Bourbon Festival.

Key features included an entire bus wrap, a 6 person spa, functioning bar, leather seating, 6 plasmas, XBOX consoles & Bose sound system.

CREATIVE
Creatively driven in ‘look and feel’ – fully branded with modern and creative elements.