NEW YORK: Bacardi USA flagship brand Grey Goose is toasting its fifth year as promotional partner of the 2011 US Open Tennis Championships along with a signature cocktail and other fanfare.
Grey Goose has placed a main bar, and several satellite bars throughout the tournament grounds in New York City's Flushing Meadows, according to Michelle Beauchamp, brand director for Grey Goose. There are also promotional specialists on-site to interact with consumers via giveaways.
"We focus on aspirational lifestyle sports, such as tennis and golf, and the US Open attracts the best of the best athletes, and consumers," she said. "It enables us to engage with our target consumers at a real point of passion for them in a really meaningful and interactive way."
Coinciding with the five-year partnership is the anniversary of Grey Goose's signature US Open cocktail, called the Honey Deuce. An 8-foot-tall replica of the specialty cocktail's souvenir cup, filled with official Wilson-branded tournament tennis balls, has been placed on the grounds. It will be the center of a text-to-win sweepstakes for event goers.
In addition, the brand is reaching out to the media through experiential on-site visits, as well as social media via its Facebook page."We give our consumers the opportunity to post their thoughts," said Beauchamp, referring to the brand's social media efforts. "We post pictures from the event, and the activities we have going around it," she said. "We open up a dialog with our consumers there, and they can also find the recipe for the signature cocktails, including the Honey Deuce."
Harrison & Shriftman, Grey Goose's AOR, referred a call to the client. R/GA also supports the brand in a global digital AOR capacity, a contract that was awarded in June.
Grey Goose did not disclose the budget.
In May, the beverage brand launched a 30-second "Reunion" spot on television, coupled with a comprehensive media, digital, and PR campaign.