Bacardi conducts Together Tour promotion
Bacardi has begun a campaign called the "Together Tour" in association with GlassBox specialty channel Aux TV. Aux previously worked with the brand to develop original content promoting the brand at a series of summer festivals. This content is now being distributed through social media websites in an effort to attract consumers to Bacardi's Facebook page, which is aimed at 19- to 29-year-olds. Aux worked on the initiative with Bacardi agencies Denneboom and Lux 9. It includes media planning and publishing, video creation and digital work. The program also includes a 60-minute program that will air on Aux on Dec. 3. "The Bacardi Together Tour initiative with Aux represents the essence of the GlassBox brand," said Rolf Dinsdale, vice-president of digital sales at GlassBox. "Our ability to act as a soup-to-nuts custom publishing and strategic marketing partner for a brand like Bacardi is great example of our capability to be more than just a media vehicle for advertisers."