Bombay kicks off ‘Journeys’ summer campaignBy Kristiane Sherry
Bacardi-owned gin Bombay Sapphire has launched its Europe-wide summer campaign, A Gin of Ten Journeys, which comprises 360° media activity, animated films and a “culinary experience”.
A Gin of Ten Journeys celebrates the travels of Ivano Tonutti, Bombay Sapphire master of botanicals, who takes trips across the world to source the ten botanicals used in the gin and build relationships with suppliers.
In the UK, the campaign will roll out across press, static and digital out-of-home, digital display and social media channels.
In addition, a series of animated films detailing the botanicals’ provenance will be released across social channels.
The Gin of 10 Journeys initiative also reprises the Grand Journey, a concept first launched in October 2016.
The one-hour long consumer activity features a Laverstoke Express train where consumers can discover the stories behind the botanicals while taking part in a “culinary experience” from Michelin-starred chefs.
The Grand Journey takes in four European cities: Madrid from 17-23 June; Hamburg from 27 June-1 July; and London from 17-23 July; and Amsterdam from 21-24 August.
For the UK, Tom Sellers has created dishes to accompany cocktails made by Bombay Sapphire Northern Europe ambassador, Sean Ware.
Other chefs include Tristan Brandt in Hamburg and Maria Marte, Javier Aranda, and Ramon Freixa in Madrid.
“A Gin of Ten Journeys is a celebration of Bombay Sapphire’s ceaseless passion and physical journeys to sustainably source the world’s finest botanicals and how they work in harmony to create a perfectly balanced gin,” said John Grieveson, global VP Bombay Sapphire at Bacardi.
“To bring this to life for consumers, we have created The Grand Journey, an exquisite physical manifestation of that passion and commitment and we are truly excited to be bringing this event to Europe in order to inspire and educate people on our world, and everything that goes into making our perfectly balanced gin.”
Ware added: “What’s exciting about creating drinks for this project is that the challenge for each country is so different; from the technique, textures and overall flavour experience to the style of cuisine itself.
“Working with Tom Sellers has been an insightful experience; his ability to tell stories through his food has inspired the way we’ve approached the cocktail creation process. Without giving too much away the drinks pair wonderfully with the dishes, but on their own stand strong and tell their own stories. All the serves are heavily inspired by the culture, flavours and people from each of the botanical locations.”