Appleton Estate helps fans #DiscoverRum with experiential Rum Bus campaign
Appleton Estate Jamaican Rum has launched an experiential campaign at festivals and events this summer in order to bring its #DiscoverRum campaign to life.
To engage with consumers across the UK a 1960s Bedford bus in the style of the Jamaican Omnibus Series, Kingston’s legendary bus service, will invite fans aboard for master-classes, tastings and brand ambassador sessions.
Inside the Rum Bus features tasting tables and booths as well as a hand-crafted bar designed to serve drinks to those inside and outside they vehicle.
Created by brand experience agency Flourish, the Rum Bus kicked off its tour at Lounge on the Farm in Devon and will travel onto festivals and events including London Cocktail Week and the Foodies Festivals at Edinburgh and Battersea. A Rum Bus event is also planned for Thursday 1 August at Shoreditch’s Red Gallery Market.
Of the activity, Flourish creative director, Guy Tremlett, said: “The chance to work alongside a luxury brand with a long and distinguished history presented many opportunities for us. We’re excited by the Rum Bus concept and believe it’s an authentic, effective way of introducing people to the Appleton brand and its fabulous products.”
A supporting PR campaign from Cutlass Communications and social media push by Silver Chair will also run this summer. Fans are invited to tweet images of their favourite discoveries along with the hashtag #DiscoverRum to win a visit from the Rum Bus.
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