Grey Goose Character & Cocktails identity, print and digital marketing

An identity and premium event collateral for a series of high-profile events to benefit the Elton John AIDS Foundation. Printed collateral was supported by a microsite and digital marketing campaign that helped recruit attendees and generate awareness of the activity.

Objective

Develop a visual identity for Grey Goose Character & Cocktails and apply it across all event collateral for the 2008 events. Build awareness of the activity and recruit 450 brand advocates to attend through a digital marketing campaign.

Solution

We developed a visual and verbal identity that was applied across all print collateral, a microsite and other digital communications.

All printed materials used a combination foil blocking, metallic inks, hand-stitched binding and characterful board to communicate that brand’s premium positioning. We produced a series of stunning invitations, menus, auction guides, tickets, signage and more, alongside a variety of digital alternatives optimised for email.

The event was showcased on a dedicated microsite, enabling consumers to enter a ticket ballot, download cocktail recipes and view exclusive video content. An email marketing campaign helped to drive consumers to the site and helped continue engagement for the duration of the activity.

Ragged Edge also commissioned and art directed a series of cocktail photographs that were used across all media and were integral to the accompanying PR campaign.

Success

The event was an unprecedented success, helping to raise over £350,000 for The Elton John AIDS Foundation, whilst generating huge amounts of press coverage featuring Grey Goose vodka. In addition:

• Over 15% of those receiving an invitation purchased a £350 ticket for the gala premiere
• The Grey Goose email campaign delivered a response rate of over 25%
• The Ticket Ballot recruited an additional 450 brand advocates to attend the consumer event