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Jim Beam – Bourbon Fest

"A self contained outdoor festival event"

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
  • Quintessentially Australian with Jim Beam’s foundation – ‘Music, Sport & Passion’

The Idea

  • Relationship building with key on-premise venue’s across Australia, with 2,000 – 2,500 people attendee per festival
  • Creatively driven in ‘look and feel’ – fully branded with modern and creative elements
  • 7-9 hours of non-stop entertainment & action including Axle Whitehead as host, various bands & Dj’s, celebrity appearances
  • To custom build a Jim Beam Bus that tours with the festival (inc bar, 6-person spa, & strong graphic & video visuals)

Audience

  • Loyal Jim Beam drinkers plus new recruits
  • 18-55 year old demographics
  • “The vibe was amazing, the staff were excited, there was always plenty to do and everybody was having a great time” Sean, Gosford
  • “The way the festival was set up was awesome. It was well planned and organised. One of the best i’ve been to so far!” Wayne, Gosford.