SKYY Spirits Auction Dangles Luxury Multi-City Trip
Skyy Spirits is reading its largest promotion to date in a bid to build buzz and business around its portfolio of spirits.
The Jet-Set Tour kicks off in July offering 12 consumers the chance to bid on 12 airline seats aboard a luxury private jet that will take on passengers in New York City and travel to Miami, Vail, CO, Las Vegas and Hollywood. The whirlwind three-day trip takes place Dec. 7-10, 2006. At each stop, the winners will receive VIP treatment at exclusive “velvet-rope” events, Skyy Vodka said.
Beginning July 17, consumers can go to Skyy.com/jetset, to bid for one of a total of six pairs of tickets at the Web site hosted by Charitybuzz.com. Once per week, the consumer with the highest bid will win the tickets. Bidding runs through Aug. 28. Proceeds from the auction benefit amfAR, The Foundation for Aids Research.
The trip begins with a toast in a New York City hotel, followed by lunch at a local restaurant. After lunch, winners will be taken on a carriage ride through Central Park and then head to the airport for the flight to Miami. Once in Miami dinner will be served in South Beach and then it’s on to the party scene.
Day two finds the winners on their way to Vail for a day on the slopes, après ski cocktails and then on to Las Vegas for a party at a trendy club. On Day three the winners head for Hollywood, where dinner and a party are in store. Onboard the flights winners will be offered signature “Jet-Set cocktails”, created exclusively for the winners as they travel.
The campaign plays on the brands “cocktail moments” efforts. “The campaign helps bring those cocktail moments to life,” said Jamie Klein, VP, Source Marketing, Westport, CT, which is AOR for Skyy and handled the campaign. On- and off-premise, tent cards, online, p.r. and bar signage support.
Skyy Spirits, San Francisco, is the maker of Skyy Vodka as well as a distributor for other brands, including Campari, Cinzano, Cutty Sark, and Midori Melon Liqueur among others.
