The company has appointed integrated agency Draft London to manage the initiative, which will play on the premium gin brand’s design credentials.
The activity will focus on a sponsored glass-design competition, culminating in a series of high-profile events later in the year. The Bombay Sapphire Prize is the biggest annual glass design award, with a £20,000 prize this year.
Draft will develop a direct mail and email campaign to publicise the competition and events.
Bombay Sapphire will tie up with third-party brands to back the activity.
The Bacardi-Martini-owned brand is also overhauling its strategy to use the internet as its main customer communication platform.
Draft has developed a branded website, which will form the backbone of the campaign. It will also be used for subsequent marketing.
Visitors to the site, which goes live next month, will be able to register for tickets to the events. This will let Bacardi-Martini build its customer database. Once they have registered on the site, consumers will receive product updates and exclusive offers via email and direct mail.
As part of the brand’s ongoing strategy to develop its associations with contemporary design, Bombay Sapphire installed a gin cocktail bar called The Bombay Sapphire Lounge at the 16th London Art Fair, which took place at London’s Business Design Centre in January.
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