The Solution A series of exciting live music brand experience events taking place in five UK cities over the 2010 summer months.
We brought Ink City - a complete replica of the original 1960’s Honolulu tattoo parlour, to two of the UK’s biggest festivals in summer, Big Chill & Bestival, this was key to drive advocacy with Sailor Jerry’s target audience of 25-35 year old urbanites.
Sailor Jerry’s Ink City a complete brand experience showcasing all 4 of the brand’s central assets: the rum, the film, the music & the art (Collins’ flash tattoo art). By combining these elements in a complete consumer experience, Sailor Jerry’s Ink City was ableto provide consumers with a truly immersive brand encounter.
The Results: With full bookings for live Sailor Jerry tattooing at both weekends, a great line up of gritty independent artists (representing the spirit and attitude of the rum’s founder, Norman Collins) and high numbers of serves, Ink City was a huge success. We delivered 13% over sampling
