Party in the Skies
Five days, four cities, thousands of air miles, great meals, fabulous concerts, good company — and a lot of Miller beer.
That’s the itinerary I logged this spring while tagging along with the 140 international winners of the Miller Jet Tour. The whirlwind journey had us touching down to sample the hottest restaurants, hotels, and concerts around the country.
Music fans of legal drinking age in 10 countries were able to enter the promotion through localized efforts around the globe. The grand-prizes were trips for two with all expenses paid. (Trips were also given to top-selling retail accounts.) “Miller is synonymous with music, and we wanted to offer fans from around the world the chance to experience the American music scene,” says Victor Chua, vp of Miller Brewing International.
After a May 28 orientation and kick-off dinner in Chicago, we were encouraged to get a good night’s sleep before the morning’s flight to New York City for the first stop. We traveled like “celebrities,” getting our baggage collected at the hotel and being shuttled in air-conditioned buses right out to a red-carpeted tarmac. Our first glimpse of the shiny 737 emblazoned with the Miller logo was an emotional experience for the winners — some of whom had experienced their first flight ever just the day before.
Within minutes of take-off came the first of many “Miller Time” moments as the plane’s crew passed out cans of Miller Lite and Miller Genuine Draft to anyone interested in supplementing their breakfast. During the flight, we played Air Bingo for a chance to be chauffeured in a stretch limo from the plane to the hotel’s “Rock Star” suite.
In New York City, we checked into the Waldorf-Astoria, put on our party clothes, and headed to trendy Lot 61 for dinner and entertainment provided by Grandmaster Flash and DJ Skribble. From New York, we flew to San Francisco, along the way playing more Bingo, drinking more Miller, and getting acquainted. Once there, we stayed at the Westin St. Francis, ate at Scott’s Seafood, and whooped it up with James Brown at the historic Paramount Theatre. Thank goodness for the following “free day,” because by then our bodies (OK, mine) were showing the ravages of too little sleep, too much delicious but fattening food, and all that beer.
On June 1, we moved on to Los Angeles and checked into Hollywood’s famous “Riot” Hyatt on Sunset Boulevard. The Miller crew made sure we were on the “A” list at trendy Sky Bar (if you’re not on the list, you don’t get in), where we hobnobbed (well, tried to) with L.A.’s rich and famous.
We boarded the plane the next morning for the return to Chicago. After more Bingo and more Miller, we landed and headed straight for the new W Hotel. The farewell dinner was at The Drink, where the crew presented a tearful slide show featuring candid photos of every traveler.
“We were very pleased with the outcome of the trip. It’s a great equity-building program and it makes a strong statement about what our brands stand for,” says Ronald Acosta, Miller International’s p.r. manager.
Unlike the first Jet Tour in 2000, this year’s event (handled by Toronto-based Encore Encore Strategic Marketing) featured winners who were mostly Baby Boomers. (Last year’s group was primarily twenty-somethings). “Miller has a broad consumer base, and the audience and its age vary depending on the geography,” says Acosta. Miller plans to continue using the program in the future, including a tour for U.S. consumers next month. “Each trip is a unique experience. While many of the elements of the promotion remain the same, each Jet Tour brings a different twist of excitement,” says Acosta.
“It’s been great fun. We’ve made a lot of new friends and we’re definitely not going to complain about the limo,” says British septuagenarian Christina Howell, who along with companion Stella Hogg proved especially skillful at Air Bingo.
“We probably drank more Miller than anyone on this trip. We love it,” says Alan Cuthbertson of Scotland. “Miller is more expensive than lager back home,” adds his traveling partner, John Burrow. “But we feel loyal to the brand, and will continue to pay a little extra because we feel something special for Miller now.”
Multiply that sentiment by 140 and you’ve got a high-flying campaign.
Amie Smith reports on international trends for PROMO. Reach her at [email protected].
