The Bundaberg Distilling Company ran integrated 'Road to Recovery' campaign, designed to help the local Bundaberg community in Australia get back on its feet after the recent flood crisis. This case study looks at how the Diageo brand raised $300,000 for the town with the help of social media. Spanning Facebook, PR, traditional media advertising, product innovation and a special event, the activity, with creative via Leo Burnett, Sydney, aimed to drive visitation back to Bundaberg and stimulate the local economy through tourism.
Brand: Bundaberg Rum | Sector: FMCG, Food and Beverages, Alcohol | Country: Global | Partner/agency: Leo Burnett, One Green Bean, IKON, Traffik, STI Group, Barker Gray.| Objective: brand awareness, consideration and purchase | Format: Social media, Facebook, Video
Using fan loyalty and harnessing the collectability of its limited edition products, the BDC aimed to raise an additional $250,000 for local flood recovery via a special Road to Recovery Rum that can only be claimed at the Distillery. This is in addition to the $200,000 donation that the BDC and its parent company Diageo Australia have already made to the Red Cross Queensland Flood Appeal to support flood recovery efforts across the state.
The social media element of the campaign centred around the Bundaberg Rum Facebook page, with a focus on reinvigorating local businesses. The BDC is also compiling the Bundaberg Rum Road to Recovery Guide - an official guide to the weekend which will be housed on the Bundaberg Rum Facebook page to drive awareness of what the city has to offer for those travelling to Bundaberg for the weekend.
To show their support for the cause, Leo Burnett worked pro-bono on the creative, advertising and social media elements of the campaign. The other agencies followed suit, with PR by One Green Bean, media by IKON, event promotional staff provided by Traffik, printing by STI Group and packaging by Barker Gray.
Matt Bruhn, company director of the Bundaberg Distilling Co. and marketing director of Diageo Australia: "As one of Queensland's best known tourist attractions, it is important for us to work together to give back to the community in times of need, and to do this in a way that reflects the clever thinking and resilience - which is at the heart of our company.
"The Road to Recovery campaign will see our company throw its support behind the Bundaberg community, at a time when residents including our own BDC staff are reclaiming the roads and property destroyed by flood water and tornadoes."
Says Bruhn: "The limited edition bottle of Road To Recovery Rum that we're offering to the flood-affected households will commemorate the spirit of Bundaberg and its strength of character in the face of adversity. We're hoping to attract at least 2,000 'out-of-towners' to Bundaberg for the event on March 16 to provide a much needed injection into the local economy. We encourage all residents across neighbouring towns and cities to visit Bundy for a great weekend and a great cause."
The campaign included a Facebook page that acted as an online hub and calendar for the event, housing the Bundaberg Rum ‘Road to Recovery Guide’. The campaign eventually helped to raise $300,000 for the town.
