As part of its ongoing marketing campaign for Absolut Vodka, Irish Distillers Pernod Ricard recently activated title sponsorship of the Dublin Fringe Festival. The sponsorship is for 2009 with a further two year option.
Under the new sponsorship, the event has been renamed Absolut Fringe and was supported with a full through-the-line activation plan. Commenting on the development, Alexandre Ricard, CEO, Irish Distillers Pernod Ricard, said:
“We are very excited about this partnership as it fits with the long standing association which Absolut has had with the world of creative and cutting edge artists…With this sponsorship, in addition to our sponsorship of the Absolut Dublin Gay Theatre Festival and the Visual Arts Programme at Galway Arts Festival, we have made a very clear and strong commitment to supporting the creative arts in Ireland.”
Advertising ran on various outdoor formats, transport, press, on-line and ambient with outdoor representing the largest investment. On-line advertising drove traffic to www.fringefest.ie and a facebook page was created to provide ‘Fringers’ with regular updates. In addition, on-trade promotions took place in a number of bars around the city.