Courvoisier Dangles Style Getaway in Major Campaign
Courvoisier is taking its current marketing campaign up a notch, with a sweepstakes that turns the winner into a well-dressed traveler.
The Upgrade Your Style promotion will give 10 grand-prize winners the chance to win a tailored designer suit, along with accessories and a trip for two to New York City. Once in the city, the winners will have a photo shoot in the new suit, a group dinner and $800 to spend.
Off-premise materials across the country support the effort, which ends in June. Entry forms are found at retail on bottle neckers of Courvoisier V.S.O.P or Courvoisier V.S.
The sweeps builds on Courvoisier’s latest marketing campaign, Earn It, which began one year ago in print and out-of-home. The tag line coveys the message to consumers that they have earned the right to reward themselves with the luxury to enjoy Courvoisier everyday, said Allen Spence, brand manager for Courvoisier.
In addition, the brand developed House of Courvoisier events, which kicked off at New York Fashion Week last September. The invite-only events transform venues into “luxury experiences,” complete with beds with silk sheets, branded pillows and signage.
A popular DJ spins discs and a number of celebrities or special guests make appearance. Most recently, Shaquille O’Neil attended an NBA All-Star weekend House of Courvoisier event in Houston.
The next VIP event will be at the 2006 BET Awards in Los Angeles on June 27. “We believe that these individuals will be ambassadors for the brand when they go back into their market and speak highly of the brand,” Spence said.
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