The Midori “It Girl” tour is a grassroots programme we designed to raise awareness of the Allied Domecq brand and connect with “party girls” one-on-one. To execute the idea we created a glass-encased mobile studio that travelled the country in search of the “It Girl”. This allowed the consumer to personally interact with the brand in high-energy club environments and make a deeper connection than traditional advertising mediums allow. We also utilised PR to draw attention to the tour and encourage consumers to get involved online. In the end, the campaign transformed a drink ingredient into a stand-alone brand.

To help Midori leverage the glamour of their existing ‘cover girl’ print campaign, a fully holistic program was implemented. It began with email blasts to subscribers of top fashion magazines, promoting the “It Girl” tour. After generating a buzz, the 24-foot glass-enclosed branded studio travelled to events in ten US cities, offering mini makeovers and photo sessions. Samples of various Midori recipes were also given out. Then photos were posted online so consumers could vote for their choice of “It Girl”. During the tour, promotional radio and on-site remotes were also used to drive awareness and traffic.