Graphic Design / Art Direction / Production
An original and highly engaging concept was developed by Peer Group Media, ‘The Bacardi Express’, a real train that carried five bands to four cities for a festival along the Eastern Seaboard of Australia. The concept was 100% owned by Bacardi, and was loved by artists, the venues and most importantly the consumers. It was an incredible marketing campaign that spread across digital, TV, retail, experiential and radio running for three years!
Four events that ran across a 48-hour period and an original 1960s Southern Aurora train transporting bands, crew and media from gig to gig along the Eastern Seaboard, the results were fantastic. Bands included Groove Armada, British India, BlueJuice, Van She, Lost Valentinos, Beardyman, Hoops, Sampology, La Roux, Art Vs Science, Yves Klein Blue, Miami Horror, Cassette Kids, Faker, Pnau, Scribe, Bumblebeez and Bang Gang DJs.
Throughout the three years of activating, the campaign saw over 73,385 ticket requests, 15 bands and one train… It was one hell of a ride!