The Mount Gay Rum Black Barrel Press Event
Createdin celebration of the brand’s 310th anniversary, Mount Gay, the oldest rumin the world, released Mount Gay Black Barrel on February 20, 2013. Tocommemorate the launch and educate press on this new premium rum, BlackbirdPublic Relations called on Empire to deliver an educational and refined experienceto 75 top media influencers at the Soho Grand Hotel.
Guestswere invited to walk through an interactive event experience mirroring the premiumrum’s “Road to Refinement” brand story, illustrating the four distinct stagesof the rum making process.
Setagainst large, beautiful and classic photos of the rum making experience,guests had a unique opportunity to taste the raw ingredients, learn more aboutthe distillation process and engage with Master Blender Allen Smith, whoshowcased the art of blending to create Mount Gay Black Barrel Rum.
Mastermixologists served Mount Gay Black Barrel “neat,” “on the rocks,” and in classiccocktails that included the “Black Barrel and Ginger Ale” and the “PerfectMount Gay Black Barrel Manhattan” to highlight the refined taste of this smoothspirit.
EmpireEntertainment served as the overall event producer and assisted with siteselection and contracting, logistics, catering, décor, technical production,and onsite management.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
