The Bundaberg Distilling Company (BDC) is helping the community from which it takes its name to get back onto its feet after the recent flood crisis.
Aiming to lure tourists back to Bundaberg, the campaign includes Facebook, PR, traditional media advertising, product innovation and a special event to be held 16 March.
Hoping to harness its buoyant customer loyalty and the collectability of its limited edition products, the BDC will raise an additional $250,000 for local flood recovery via a special Road to Recovery Rum that can only be claimed at the distillery.
BDC and its parent company Diageo Australia has already made a $200,000 donation to the Red Cross Queensland Flood Appeal to support flood recovery efforts across the state.
Leo Burnett worked pro bono on the creative, advertising and social media elements of the campaign. The other agencies involved followed suit, with PR by One Green Bean, media by Ikon, event promotional staff provided by Traffik, printing by STI Group and packaging by Barker Gray all provided gratis.
Matt Bruhn, company director of BDC and marketing director of Diageo Australia, said: “As one of Queensland’s best-known tourist attractions, it is important for us to work together to give back to the community in times of need, and to do this in a way that reflects the clever thinking and resilience ‚Äë which is at the heart of our company.
“The Road to Recovery campaign will see our company throw its support behind the Bundaberg community, at a time when residents including our own BDC staff are reclaiming the roads and property destroyed by flood water and tornadoes.” The Road to Recovery campaign culminates in an event at the Distillery on Saturday 16 March, when Bundaberg Rum fans will be able to purchase the limited edition bottle of Road to Recovery Rum.
Each flood-affected road in Bundaberg will have its name emblazoned across one of the unique bottles, which will be sold for $60 each, with proceeds (along with sales of other Bundaberg Rum products on the day) going towards the $250,000, which will be donated to Bundaberg’s flood recovery efforts.
Each flood-affected house in Bundaberg will also be offered one complimentary bottle.
On 16 March, the BDC will also celebrate the release of the fifth Master Distillers’ Collection Rum, Double Barrel.
The social media element of the campaign centres around the Bundaberg Rum Facebook page, with a focus on reinvigorating local businesses.
The BDC is also compiling the Bundaberg Rum Road to Recovery Guide – an official guide to the weekend which will be housed on the Bundaberg Rum Facebook page to drive awareness of what the city has to offer for those travelling to Bundaberg for the weekend.
The campaign also includes traditional advertising across local and metro print and broadcast outlets, further helping the local economy.
Matt Bruhn added: “The limited edition bottle of Road to Recovery Rum that we’re offering to the flood-affected households will commemorate the spirit of Bundaberg and its strength of character in the face of adversity.
“We’re hoping to attract at least 2,000 ‘out-of-towners’ to Bundaberg for the event on March 16 to provide a much-needed injection into the local economy.
“We encourage all residents across neighbouring towns and cities to visit Bundy for a great weekend and a great cause.” Bundaberg Rum fans from around the country are encouraged to visit www.facebook.com/BundyRum for further information about Road to Recovery.”
Credits: client Diageo Australia, creative agency Leo Burnett, media Ikon, PR One Green Bean, promotional staff Traffik, printing STI Group, packaging Barker Gray.
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