Red Square Vodka to launch summer experiential campaign at LIMF
Wednesday August 12, 2015 at 11:06am
Halewood International brand Red Square Vodka will be launching its summer experiential marketing campaign at this year’s Liverpool International Music Festival (LIMF) at the end of this month. Independent drinks manufacturer Halewood International is based in Liverpool and has signed up as title sponsor of the LIMF, which is apparently Europe’s largest free music festival. Halewood’s International’s involvement in LIMF follows its sponsorship of the Grand National with its vast international audience. LIMF Summer Jam – organised by Culture Liverpool – takes place at Sefton Park over the August Bank Holiday from August 29th to 31st and features headliners such as Basement Jaxx, Labrinth, Katy B, Naughty Boy and Laura Mvula. The free music event is expected to attract tens of thousands of people. Peter Eaton Snr, Deputy Chairman of Halewood International (pictured left with Mayor Of Liverpool, Joe Anderson), says: “Halewood International are very pleased and excited about this new partnership with Liverpool International Music Festival. It’s a fantastic music event and, as a local business, is something we’re proud to be involved in. The partnership presents a perfect opportunity to kick off the new campaign for our Red Square Vodka brand.” Halewood International is planning experiential activations for Red Square across key areas of the Sefton Park site and and throughout the city at designated venues. These will see Red Square signature cocktails prepared by an expert mixologist, flair bartending, relaxation and chill out areas plus sampling and competitions .There will also be festival activations for the other brands in Halewood International’s portfolio including Lambrini and Crabbie’s Original Alcoholic Ginger Beer. Richard Clark, marketing director at Halewood International, says: "As we’re Liverpool based, it’s important that we add back to the community. The brand is about to start on a new journey, which will include an above the line campaign, and we felt it was important that we kick-started that journey close to our home. We will have expert mixologists creating Red Square signature cocktails, flair bartenders, chill out areas, as well as sampling and competitions, such as the chance to meet and greet some of the acts." He observed that the Red Square brand needed to be given some attention with the new campaign all about connecting with consumers. Clark added that there will be other experiential activity planned for the Red Square Vodka brand over the summer, including at the Boardmasters Festival in Cornwall. There will also be festival activations from other brands in drinks manufacturer Halewood’s portfolio, namely Lambrini Strawberry and Crabbie's Original Alcoholic Ginger Beer. Clark adds: “It’s the first time in around seven years we’ve done something like this. Events are increasingly important for engagement with the audience, but it’s about doing it in the right way so that it fits with the brand."