The West Indies Rum Spirits Producers’ Association (WIRSPA) is a trade association that represents 20 leading Rum producers from the Caribbean. Facing increasing competition from global giants and aware of the need to create a sense of collective and compelling differentiation, WIRSPA developed the ACR (Authentic Caribbean Rum) Marque as a symbol of the authenticity, provenance and quality of the rums in the WIRSPA family.
In conjunction with our partners, apple tree communications, Lionhouse was tasked with conceiving and delivering a three-year campaign stretching across Europe and North America. As well as raising awareness of the ACR marque our key challenge was to educate and motivate a global community of rum lovers to spread the word about the world’s most popular spirit.
A digital directory of the World’s greatest rum bars.
As part of our campaign, we conceived and created the Black Book of Rum, an online directory of the world’s greatest rum bars as recommended by leading bartenders and rum experts. The campaign was aimed at trade and consumers alike, with a full responsive directory website that allowed users to effectively explore the best venues based on international region and subsequent cities. We employed a simple to use interface and intuitive user experience allowing them to quickly find a destination and view the contact/address details of all the individual venues.
An integrated online and offline experience .
As well as a sleek digital experience, we created a printed version of the Black Book directed at the increasingly engaged trade audience of bartenders and influencers. The piece was designed to be an easy to use reference that could be taken with people as they traveled to different rum hot spots. Its design reflected the digital experience to ensure a consistent brand delivery and was finished using quality leather and foil embossing to crate a beautiful premium finish.
Championing an international bartender certification programme.
Another important part of our activity was the promotion of an international certification programme aimed at bartenders and trade influencers around the world. To raise awareness of the certification programme and drive direct sign ups, we created an integrated campaign that included a truly varied range of marketing activity to help them achieve and exceed their targets. This included the creation of multiple printed and digital reports, digital display advertising, email campaigns, social media activity and event graphics. Lionhouse managed the overall art direction and delivery of all aspects of the campaign.
Serving up targeted activity.
A key part of our campaign included the design and delivery of targeted email campaigns. With an ever increasing database of international trade professionals, we needed to communicate the correct content in multiple languages. We were also responsible for ensuring all touch points of their online presence were consistently art directed and up-to-date. We created the the assets for all of the client’s social media profiles and any third party features to ensure the campaign always remained true and unified however the audience experienced it.