LEO BURNETT SYDNEY, Sydney / DIAGEO / 2013
Bundaberg Rum faces a very difficult regulatory situation. In addition to DMC, Diageo’s internal code of conduct to promote responsible drinking, we must also comply with the government’s AAPS (Alcohol Advertising Pre-Vetting Service). All above the line communications must pass through their strict approval process to ensure they promote responsible drinking etc.
We embarked on an ambitious campaign to create Bundaberg’s biggest ever tourism event just 6 weeks after its biggest ever flood.
The centrepiece of the campaign was a relaunch of our rum. Called ‘Road to Recovery’, the bottles were emblazoned with the names of Bundy’s flood-affected streets. All 171 of them. But these unique bottles would only be made available from the Bundaberg Distillery on the weekend of March 16, forcing rum enthusiasts to make the journey and give our town a shot in the arm. All proceeds from the rum would be donated to flood victims.
Bundaberg’s previous biggest tourism campaign consisted of a localised billboard campaign. Promotion of the Road to Recovery event rolled out across the nation in TV, press, radio, digital, out of home, promotional activity, DM and PR. All of it conceived, produced and run in the space of 6 intense weeks between the flood and the big event.
Over 6000 people came to the town for the event, swelling the population by 8%. It was the biggest tourism event Bundaberg has ever seen. $2.5 million pumped into the struggling local economy. The rum completely sold out - $300,00 for charity. $1 million in PR was generated, with 169 media pieces. The total reach exceeded 7.5 million people.
Online, our Facebook RTR post engaged 13% of our entire population and 268,130 unique uses engaged. Our Facebook page fan base increased by over 9,000 people. Our social activity reached 2,692,405 unique people - excess of 20.9 million impressions. 1,037,470 people were reached as a result of their friends interaction with our Facebook activity.