20 Beers for 20 Years

Brief

Create an event to commemorate the 20th anniversary of a leading adventure travel company.

Concept

20 Beers for 20 Years – the client was a genuine global company offering trips to every corner of the world.

To communicate this breadth of choice, a press party was arranged to coincide with World Travel Market (WTM – where a lot of press would be in attendance) featuring a choice of 20 different beers from countries around the world that the operator sold holidays to.

Campaign

A room was hired at WTM (Excel in central London), invitations were produced and a wide variety of press with a known interest in adventure travel were invited.

The party was billed as ‘low key’ so that press could come and relax over a few beers and escape from the crowds at WTM.

Result

The event was a huge success with almost 50 key press in attendance.

Such was the success of the event that it became an annual fixture at WTM, with an increase in the number of beers with each passing year.

The parties grew in popularity and the event was used to communicate whatever news was relevant at the time (new brochure etc.).