CLIENT: CURATED ASIA
EVENT: SINGAPORE COCKTAIL FESTIVAL 2017
We jumped on the opportunity to create the first and largest celebration of cocktails in Asia, building a high-impact event to leverage the rise of cocktail culture.
The three programming pillars – Taste, Learn & Play – helped us create differentiated channels of engagement, offering customised journeys to different consumer profiles over 6 days of the Festival.
The First Cocktail Festival Village
We transformed a former police station at 99 Beach Road into the heart of the Festival. 9 themed cocktail rooms and artisanal spirit tastings were fused with restaurant pop-ups, live DJ sets by CÉ LA VI and art by Kult3D to plunge guests into immersive mixology experiences.
The inaugural Asia Bar Battle attracted top regional bartenders from Japan, Philippines, Thailand, Vietnam and Singapore, competing over speed, flaring and mystery ingredient challenges.
All Around The City
We assembled a hit list of 45 bars who put 150 crafted cocktails on promo, bringing the spotlight on them with 10 special events, 8 bar tours and 65 guest shifts, helmed by 9 regional bartenders engaged to bring their signature innovative styles and flavours to our shores.
The Village attracted 14,000 in footfall, with 18,500 cocktails sold over 3 days. Garnering $1.7M in PR value, the Festival also reached 6.7M and engaged 105K across its communication channels.