Bundaberg Distilling Company and agency partners unite to assist Bundaberg on the 'Road to Recovery' campaign via Leo Burnett Sydney
The Bundaberg Distilling Company has announced its integrated 'Road to Recovery' campaign, designed to help the local Bundaberg community get back on its feet after the recent flood crisis.Spanning Facebook, PR, traditional media advertising, product innovation and a special event, the activity, with creative via Leo Burnett, Sydney, aims to drive visitation back to Bundaberg and stimulate the local economy through tourism.
Leveraging fan loyalty and harnessing 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. This is in addition to the $200,000 donation
that the BDC and its parent company Diageo Australia have already made
to the Red Cross Queensland Flood Appeal to support flood recovery
efforts across the state.
To show their support for the cause, Leo Burnett worked pro-bono on the creative, advertising and social media elements of the campaign. The other agencies 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.
Says Matt Bruhn, company director of the Bundaberg Distilling Co. and marketing director of Diageo Australia: "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 - 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. At the event, 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.
Furthering the BDC's commitment to investing in the Queensland economy during this difficult time, the campaign also includes traditional advertising across local and metro print and broadcast outlets.
Says Bruhn: "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 click here and see more.
Client: Diageo Australia
Creative agency: Leo Burnett
Media: IKON
PR: One Green Bean
Promotional Staff: Traffik
Printing: STI Group
Packaging: Barker Gray
To show their support for the cause, Leo Burnett worked pro-bono on the creative, advertising and social media elements of the campaign. The other agencies 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.
Says Matt Bruhn, company director of the Bundaberg Distilling Co. and marketing director of Diageo Australia: "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 - 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. At the event, 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.
Furthering the BDC's commitment to investing in the Queensland economy during this difficult time, the campaign also includes traditional advertising across local and metro print and broadcast outlets.
Says Bruhn: "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 click here and see more.
Client: Diageo Australia
Creative agency: Leo Burnett
Media: IKON
PR: One Green Bean
Promotional Staff: Traffik
Printing: STI Group
Packaging: Barker Gray
This is the second time Leos and Bundy have used a tragic event and turned it into a PR and marketing opportunity.
I can hear the drones "That's what we do, it's called advertising" and "look how successful Watermark was".
I call bullshit on that. I call it shameless and morally turgid.
Not every "opportunity" should be exploited.
Just what every flood-effected household in Bundaberg needs to drown their sorrows
- a limited-edition bottle of Bundy.
It is a way for us (Diageo) to recoup our costs, the donation and the downtime we experienced cost our shareholders a percentile of the peak season. Although we will profit from this event, we want everybody on the road to think about the contribution of bundaberg rum to the daily life of Australians and particularly on the weekend we hope that rum helps people in recovery.
For more info please email me: Duncan.littler@diageo.com and I will assist with any event details. I am the launch event co-ordinator, unfortunately we knowingly chose the same weekend as another charity fundraising concert that will be held in bundaberg on the same day, usually we do our launches on a Sunday.