Post #461095 by Bongo Bungalow on Thu, Jun 11, 2009 5:35 PM

A marketing strategy presentation around the phrase "The Spirit of Natural Adventure".

Spirit means rum.
Natural means native.
Adventure means excitement.

Promotion Strategies:

1. Television ads on the adventure channel, like the Michael Bourdain, No Reservations show.
2. Buy (lease)an island and have people win trips to party there.
3. Sponsor one of the wacky, semi-illegal around the world races.
4. Print ads in National Geographic Adventure Magazine, also Outdoor and Backpacker, and wired.
5. Outdoor ads located by airports.
6. Rollout kits for really hip bars sent in a steamer-like trunk with travel stickers and at least one spear stuck in it and containing product information, shrunken heads, sand, tiki figures, custom tiki mugs made by tikifarm, designed by Bosko. And an opportunity for great bartenders to go to the island. (#2 above)

Positioning: For young, truly in-the-know people, ____ is the rum that creates an adventure and escape from the routine and launches the party.