Objectives
- Developed a new music strategy for Jim Beam: The Label Behind Live Music
- Campaign required a student element and new bar listing opportunities
- Support and facilitate LIVE Australian music
Activity
- 5 year Jim Beam headline sponsorship of The National Campus Band Comp
- Jim Beam provided all promotional materials
- Additional at-event activity at 25 key gigs nationally
- Developed relationships with ACUMA (uni buying group), record labels, ARIA, AACA
Communication
- National print AD campaign
- Jim Beam branded promotional materials to over 80 campuses
- Student, street and youth media PR campaign
- Branded stage banners, Jim Beam t-shirts, stage cheques, bar promos and Jim Beam consumer promotions at events.
Results
- 25% sales uplift on campus and Increased bar listings
- 180 + events nationally were promoted with branded publicity
- PR impression figures over 6 million
- More than 1.3 million tertiary students exposed to on campus publicity
- 10,000+ students at key gigs with additional at-event branding
- Ongoing relationship for Jim Beam at tertiary campuses
