New campaign encourages European drinkers to discover Authentic Caribbean Rum
15th October 2007
The Mission Marketing Group plc ("TMMG, themission®"), the national marketing communications and advertising group, today announces that The West Indies Rum and Spirits Producers' Association (WIRSPA) has appointed themission's Devon based agency Bray Leino to launch a marketing and PR campaign to promote Authentic Caribbean Rum throughout the UK, Spain and Italy.
The through-the-line campaign will see Caribbean rum being positioned as an unexplored treasure worthy of the sophisticated tastes of a target audience, who are motivated by the authentic and the unusual. It will use the Authentic Caribbean Rum Marque - a symbol of origin and quality - to benefit both high profile brands as well as lesser-known labels seeking wider recognition.
The Marque will be unveiled to consumers and trade with advertising, PR, events, experiential and digital activity plus trade education and consumer sampling campaigns.
The WIRSPA marketing initiative is designed to breathe new life into the Caribbean rum industry by safeguarding its heritage and supporting its sustainable development, thereby creating long term jobs for the region's people.
Dr Frank Ward, chairman of WIRSPA, says: "We are determined to build the reputation of Authentic Caribbean Rums for the benefit of the industry and all those whose livelihoods depend on it. In finding a marketing communications partner to bring this campaign to life it was vital we select a company that not only had the breadth and depth of ideas, but also the ability to deliver a full range of marketing disciplines across the target markets."
Bray Leino partner Ian Noble says: "This is a fantastic opportunity to inspire consumers to explore a spirit which offers a rich diversity of tastes and flavours. From our point of view it's a truly integrated piece of business which draws on the full Bray Leino group offer and also involves us in a campaign with a genuine ambition to improve the prospects of the Caribbean Rum Industry."
Iain Ferguson, CEO of themission commented: "This significant win recognises Bray Leino's leading integrated capabilities and demonstrates the full service offering our group is able to provide to our clients, drawing on deep expertise, knowledge and experience across both online and offline media."
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