Red Square Vodka to kick-start experiential campaign at LIMF

Red Square Vodka has a cocktail theatre on the agenda as part of its title sponsorship of the Liverpool International Music Festival (LIMF) next month.

Peter Eaton, senior deputy chairman of Halewood International with Joe Anderson, Mayor of Liverpool
Peter Eaton, senior deputy chairman of Halewood International with Joe Anderson, Mayor of Liverpool

The Halewood International brand is to activate across key areas of the site at Sefton Park, and at designated venues throughout the city, during Europe’s largest free music festival (27-31 August).

Richard Clark, marketing director at Halewood International, told Event: "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."

Clark said there would be lots of experiential activity taking place at LIMF. "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."

Additional brand activations

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, he explained.

"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."

He said the Red Square brand needed to be given some attention, with the new campaign all about connecting with consumers. Clark added there is lots of other experiential activity planned for the Red Square Vodka brand over the summer, including at the Boardmasters Festival in Cornwall.

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