Bacardi Ireland’s new Bacardi Arena, introduced at Electric Picnic this year, has been shortlisted for a prestigious Brand Activation Award for 2010’s UK Festival Awards.
Following five consecutive successful years at Electric Picnic, Bacardi this year introduced a new and enhanced Arena experience for festival followers in Ireland. Drawing inspiration from the Bacardi family’s exciting heritage and history, the Arena recaptured the spirit of Facundito Bacardi’s legendary house parties which took place in Cuba during the 1920s prohibition era. The new Arena contained a stage built into the house facade, flanked by two cabana-inspired bars. In the centre of the Arena stood El Coco, a replica of the palm tree which stands outside the Bacardi distillery in Puerto Rico.
The annual UK Festival Awards provide an opportunity for the public, media and music industry (Ireland & UK) to recognise the people responsible for what has rapidly become the most exciting and booming sector of the music industry and a vital part of mainstream popular culture – the festival movement. The Awards will be presented at a gala ceremony in London’s ‘The O2’ on 18th November. Uniting the entire music industry under one roof for one night, this event is a unique opportunity to honour and recognise those who invest colossal amounts of work and creativity making music festivals happen throughout Ireland and the UK. The Brand Activation Award celebrates the most creative and well thought-out sponsor activity for 2010.
Commenting on the nomination, Tiernan O’Morain, Market Development Manager for Bacardi, said, “We are delighted with Bacardi’s nomination at the Festival Awards. There is a huge amount of work goes into the production and promotion of the Bacardi Arena so it is a great acknowledgment for the team who help bring the experience to festival followers. This year’s concept was based on an authentic idea stemming directly from Bacardi’s heritage and by bringing the intrigue of Cuba to Electric Picnic. We were able to create a destination venue that ‘Picnicers’ wanted to spend time at through the weekend”.
Those who attended the Bacardi Arena at Electric Picnic this year were treated a 1920s Costume Party and sets by Krafty Kuts, Greg Wilson, Horsemeat Disco and Greco Roman Sound System among others. Local talent was represented by David de Valera, Stephen Manning and Calvin James as well as Oli Savill of Basement Jaxx who provided percussion throughout the weekend.
Bacardi has always been seen as a pioneer in experiential marketing and has spent over 10 years at Irish music festivals combining music, drinks and an elaborate production that gives consumers a unique experience and more importantly for Bacardi, a chance for music lovers to experience Bacardi in a truly vibrant area.