R&T TEAMED UP WITH HAVANA CLUB TO REGENERATE RUM FOR GEN Z
THE RESULTS
ENTRIES
Double the initial target (!)
REACH SPAN
Across the globe (from The Ivory Coast to Vietnam)
COVERAGE
Hitting Gen Z via GRM Daily, Hypebeast, Crack & Pause
THE TASK
Launch Havana Club’s new ‘Party Makers’ programme – a financial grant & mentoring scheme to empower the next generation of international ‘Party Makers’.
INSIGHT
The on trade had truly suffered at the hands of COVID. Multiple lockdowns had forced nightlight venues to close their doors, and the bar trade community really needed support. Together with Havana Club, we cooked up a programme to do exactly that.
The Idea & Execution
Our job was to encourage as many ‘Party Maker’ entries as possible whilst spotlighting Havana Club’s commitment to supporting creativity & diversity within the global bar trade post-pandemic.
We wasted no time in launching a targeted comms campaign, driving coverage in the go-to-sites read by aspiring DJs & event coordinators, whilst our strategic social campaign ensured the initiative was popping up on the feeds of our target audience.
There’s no way we were letting them miss it. In fact, a select group of journalists were even flown out to Havana, Cuba (!!), for the closing ceremony of the 2022 competition to talk to grant winners & our internationally acclaimed mentors about the experience – putting Havana Club ‘party makers’ firmly on the radar of the world’s hottest talent.
