Road to Recovery|短视频|广告营销案例【ADGuider广告指南】

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复苏之路

案例简介：2013 年，历史上最严重的洪水摧毁了昆士兰州的小镇班达伯格，数千人流离失所。为了应对危机，班特堡朗姆酒决定用它的名字来吸引游客回到这座城市，给它带来急需的经济刺激。简而言之，我们将把灾区变成旅游目的地。为此，我们特别重新推出了我们的朗姆酒，名为 “恢复之路”，每瓶朗姆酒都带有受洪水影响的街道的名称。只有在酿酒厂才能买到，重新发射给镇上带来了数千人，所有的销售都将用于抗洪救灾。

复苏之路

案例简介：In 2013, the worst flood in its history devastated the small town of Bundaberg in Queensland, displacing thousands. Responding to the crisis, Bundaberg Rum decided to use its name to lure visitors back to the city to give it a much-needed economic boost. In short, we would turn a disaster zone into a tourist destination. To do this we staged a special re-launch of our rum called ‘Road to Recovery’, each bottle of which carried the name of a flood-affected street. Available only from the distillery, the re-launch brought thousands to the town, all sales going towards flood relief.