Stellar Gin Enlists VIPs for Exclusive Club Parties - Event Marketer

Stellar Gin Enlists VIPs for Exclusive Club Parties

DB_BrownForman_2007 Ex
Brand: BROWN-FORMAN STELLAR GIN
Agency: AMMO MARKETING
Awards: EX AWARDS — BEST NIGHTLIFE MARKETING CAMPAIGN
Year: 2007

When you think Indianapolis, race cars rather than nightlife come to mind, but Stellar Gin found the city hopping with happenings behind the velvet ropes of its upscale club scene. It was the ideal environment for a VIP program of exclusive events and concierge service to promote its new gin.

Stellar Concierges served as in-market managers and nightlife negotiators who wrote and distributed weekly e-newsletters. They also became the face and legs of the program for 200 VIPs, their friends and colleagues who experienced exclusive parties at top-notch clubs, the city’s hottest parties, fashion shows and happy hours. Biweekly contests awarded iPods, Indy 500 giveaways and gift certificates to those with the most “Gin-Telligence.”

The VIP program helped Stellar outsell every other city where the gin was introduced, delivering more than 2,500 direct touch experiences with 80 percent of VIPs attending three events or more.

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