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This summer the Diageo Global Travel team brought Tequila to holidaymakers headed for Ibiza through the creation of an outstanding activation. The Don Julio 1942 x Pacha partnership combined the continuing popularity of premium and luxury Tequila and mixed it perfectly with growing consumer desire for exciting premium occasions.
Don Julio 1942 first announced the partnership with Pacha, widely regarded as Ibiza’s first “superclub”, back in July this year and ran throughout the rest of the Ibiza season. Over that period, Don Julio 1942 was showcased to target consumers all the way through their holiday experience – from the moment they got through security, relaxing at the airport before take-off, to visiting Pacha itself.
Passengers travelling through London Heathrow, London Gatwick, Manchester, Madrid and Ibiza were able to sample Tequila Don Julio 1942 at the new 1942 x Pacha pop-up experiences before jetting off to the hottest European party destinations.
The partnership extended to the club, with a VIP Don Julio 1942 room the Pacha Flower Power parties, and bespoke content fronted by Berlin-based house music DJ Lovefoxy.
The campaign drove strong consumer engagement and over-delivered against its social media reach targets and with 14 million consumer seeing our advertising over social media. And according to media partners Storeboost, the Out of Home digital campaign drove an increased footfall of consumers into the T5 duty free store of just under 30%.
Produced in small batches from 100% blue weber agave and aged for a minimum of two and a half years, Don Julio 1942 is the choice of connoisseurs around the globe.
Insights during the campaign showed that 81% of our key luxury audience believed the partnership was credible – showing that Pacha was a great partner to introduce LPA consumers open to exploration to Don Julio 1942 as consumer knowledge of the offerings within the tequila category grows.
It’s an incredibly exciting time for this category as Diageo takes tequila around the world. Our luxurious pop-up experiences at these key airports gave travellers just a taste of what the brand has to offer.
Our partnership with the emblematic Pacha nightclub in Ibiza, featuring a custom VIP Don Julio 1942 room during their famous Flower Power nights, truly enhanced the spirit of celebration this summer.