Pernod Ricard Travel Retail Europe joined forces with Viking Line and its Cuban Dance Revolución cruises between January 16 and February 13 for a Havana Club-based Cuban themed campaign on six Viking Line vessels. This included two concerts by the Finnish band Leningrad Cowboys on the overnight cruises on the Turku-Stockholm and Stockholm-Helsinki routes.
The company said: “Havana Club was highly visible across the six vessels through the use of branded bars which had LCD screens, bartender t-shirts, glasses, cocktail stirrers, and a Havana Club Dance Revolución cocktail menu.
“The dance floor was lit with a rotating Havana Club light, with 130 Cuban dancers and six cigar makers from Cuba, to give an authentic Cuban atmosphere on all vessels. The tax free shops used floor units, floor stickers, tasting sessions and in-store competitions to raise awareness of the campaign.”
Pernod Ricard added that in addition on selected cruises, ‘one of the world’s best flaring bartenders’, Ivars Rutkovskis demonstrated his skills on stage, using the ‘iconic’ Havana Club bottles, whilst bartenders taught customers how to make the perfect Havana Club Mojito.
KEEPING IT INTERACTIVE
Customers were then invited on the stage to compete against each other in creating the fastest and tastiest mojito to win a selection of Leningrad Cowboys’ merchandise.
During the promotion, Havana Club 3YO, 15YO and Maximo were all listed on the vessels to raise awareness of the references and create future demand. In addition, the brand ran the ‘lux cruise competition’, where travellers answered questions about Havana Club to win branded goods such as mugs and shoulder bags. The ‘nothing compares to Havana’ video was also played on loop on all the TVs onboard the ships.
Christian Løn, Area Marketing Manager, Pernod Ricard Travel Retail Europe said: “The Dance Revolución campaign has been a huge success for the bars and tax free shops onboard Viking Line ships. Our Nordic consumers were very enthusiastic about trying our Havana Club Cuban cocktails and embracing the Cuban atmosphere.
BUILDING BRAND AWARENESS
“During the first two weeks of the campaign Viking Line served over 3,000 Havana Club Mojitos and we believe this experience will encourage our consumers to choose Havana Club in the future for creating authentic Cuban cocktails.”
Lotta Bergman, Producer at Viking Line added: “We are delighted by the success of the collaboration between Viking Line and Havana Club; it has been a one of a kind event and we are very thankful to have been a part of it.
“Leningrad Cowboys onboard was a huge coup for us. They were inspired by the Cuban culture on a trip to the country last year and brought the atmosphere to life for our Nordic consumers at Dance Revolución.”