Bacardi Global Travel Retail Strategy and Relaunch 2006
The rebranding of Bacardi Travel Retail to become Bacardi Global Travel Retail Division created a positioning statement and a new visual identity to reflect a new premium positioning that focused on developing a ‘High Value Partnership’ with B2B customers was developed through an exhibition stand design for the flagship TFWA show at Cannes in 2006 to ensure every aspect of the new company was run at premium levels to emphatically drive home the new positioning.
A luxury brand positioning you could walk into was created and a stand built on the principles of the small Bacardi Global Travel Retail Division boutique hotel. The solution, intimate, considered and thorough, was designed to ensure that every space and contact point would delight, from meeting rooms – through the modern interpretation of each of Bacardi’s core brands – Grey Goose, Dewar’s, Bombay Sapphire and Bacardi, to communal and service areas, video and supporting events. Guidelines were developed on service levels, staff training and experience delivery for the 5 days of the show. The environment was designed for a signature event at Moulin de Mougins restaurant for clients on the Wednesday evening of Cannes week planned and run in conjunction with PR agency partners.
