Rum brand appoints Lucre
Pernod Ricard UK, owners of the Havana Club Rum brand, has appointed Leeds-based Lucre to provide PR and guerrilla marketing support for its ‘Piece of Havana’ event.
Lucre will build towards the exclusive invite-only event, taking place in Leeds at the end of November. The city is a core interest for Havana Club and forms part of its bid to build its rum brand’s profile on a regional basis, with a view to making a national impact.
An integrated campaign will see Lucre attempt to reach consumers and licensees in Leeds. This will cover a number of channels including national and regional media relations, guerrilla marketing, trade events, advertising and first hand experience of the brand through product sampling.
The agency will also work with partners to ensure the party venue is filled to capacity with the target demographic and the event achieves maximum impact in the city.
\'Piece of Havana\' will be held in a live music venue in central Leeds, with a capacity of 750. The city was chosen because of its vibrant nightlife and the evening will see a \'reggaeton\' band flown over from Havana to perform a special live set while the entire venue will be transformed into a wild Cuban house party.
Leanne Banks, senior brand manager from Pernod Ricard, said: “Leeds represents a key market for Havana Club, and we are looking to increase the amount of bars serving the spirit, as well as building consumer demand.”