New Zealander's attitudes towards alcohol are changing. Lion has approached this proactively by developing a new range of alcoholic beverages called "Enlighten Drinks", all of which are less than one standard drink per serve.
The inaugural Auckland City Limits Festival provided the perfect opportunity to launch this new platform as the event's liquor licence involved a mid-strength requirement at the main bars. This allowed patrons to roam the festival with their drink, rather than staying in a confined, fenced off area.
Spur worked closely with Lion, ACL and their caterers to develop ways to communicate the key brand messages behind Enlighten to 20,000+ patrons. This was managed through educational branding across the main bars and a team of brand ambassadors who engaged with patrons around the festival. SPUR produced two large chill out lounges that offered a space to sit and relax with great views of the main stages. A team of 20 "Water Warriors" worked around the clock ensuring patrons were hydrated.
In the VIP area, Spur managed pop-up bars across six Lion brands; providing a great selection of full strength drinks.
- Design & renders
- Promotional staffing
- Theming and dressing
- Planning and production management
- Sponsorship planning
- Collateral design and production