We were challenged to conceptualise and produce an integrated marketing campaign for Bombay Sapphire that sustained brand engagement during Malta’s cluttered and competitive summer season. This campaign needed to keep Bombay Sapphire top of mind across multiple market segments and retail environments, and include strong elements of localisation to encourage Maltese audiences to actively connect with this global brand.
A pop-up gin garden in Valletta’s Pjazza Regina (named for Queen Victoria, who also appears on Bombay Sapphire’s bottles) provided a striking backdrop for a photoshoot with sophisticated Maltese social influencers and extra brand exposure on the busiest street in Malta's capital city. Elements from this gin garden were used to bring a touch of glamour to Bombay Sapphire’s successive Gin Up events at bars and beach clubs, which we invited VIP’s to with personalised brand packages. We extended this campaign below the line with promotional offers and custom designed retail displays.
The campaign outperformed expectations, increasing brand engagement by 800% and doubling recall rates year over year. Besides appearing in the Instagram feeds and Facebook pages of social influencers, this campaign was also featured in an episode of popular Maltese reality TV show Benjamin.