YELLOW LAUNCH MAJOR LAUNCH MARKETS – ON PREMISE SAN ANTONIO TAMPA DALLAS HOUSTON ATLANTA MIAMI PANAMA CITY SOUTH PADRE ISLAND THE 8 MARKETS IN BOLD WILL HAVE OUT OF HOME ADVERTISING SUPPORT FROM MARCH-MAY NASHVILLE NEW ORLEANS
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
YELLOW LAUNCHMAJOR LAUNCH MARKETS – ON PREMISE
SAN ANTONIOTAMPA
DALLAS
HOUSTON
ATLANTA
MIAMI
PANAMA CITY
SOUTH PADRE ISLAND
THE 8 MARKETS IN BOLD WILL HAVE OUT OF HOME ADVERTISING SUPPORT FROM MARCH-MAY
NASHVILLE
NEW ORLEANS
YELLOW LAUNCHTOP LINE ON PREMISE PLANS
MAR APR MAY JUN JUL AUG SEP OCT NOV DECFEBJAN
PRE-LAUNCH
LAUNCHDIST IN ALL TOP ACCTS, CA
DIST AT ALL MAJOR OnP EVENTSOUT OF HOME (8 MARKETS)
DP ACTIVATION CALENDAR SOUTH BU ADVERTISING CALENDAR
GROW
OnP SEEDING SIN PARTIES
EVENT INVOLVMENT
PUSH FOR DIST AND DRINK FEATURES IN ALL MUSKETEER ACCOUNTSCONTINUE TO INTEGRATE INTO INDUSTRY PARTIES, STRONG FOCUS ON SUMMER HOLIDAY EVENTS/POOL PARTIES
YELLOW TO BE INCLUDED IN ALL PA DISCUSSIONS
MAR APR MAY JUN JUL AUG SEP OCT NOV DECFEBJAN
PRE-LAUNCH
LAUNCHTARGET ALL A+B ACCTSDP PROGRAMMINGOOH (8 MARKETS)
GROW
DP SEEDINGSET UP PROGRAMS
DP LAUNCH MEETINGS
PUSH FOR DIST AND DRINK FEATURES IN ALL A+B ACCTS
DP PROGRAMMING WHERE NEDED (INCENTIVES/DISCOUNTS, ETC…) INCLUDE IN BULL OF THE QUARTER INCENT.
YELLOW LAUNCH GUIDANCE - MUSKETEERS
Seed OnP opinion leaders (Promoters, top bartenders, managers/owners of key accts)
PRE-LAUNCH LAUNCH GROWJAN 1 – FEB 15 FEB 16 – MAY 31 JUN 1– DEC 31
Yellow listed at all major Red Bull and 3rd party OnP events with strong CA/free to consumers
SIN parties in major markets (Miami, Dallas, Houston, Tampa, ATL)
Yellow pushed in all 2015 PAs, chalkboards/Yellow POS in warehouses for launch (Order in Jan)
Target all higher volume and image accts. Place Yellow POS/reset coolers
CA in accounts with listing, get reduced price drink features. Utilize OPM expenses to get cans in hands
Listing & CA at all major 3rd party and Red Bull owned events.
Yellow to be pushed in all 2015 PAs
Key Dates/Targets• Listing in 50% of Musk accts by
May 31
Key Dates/Targets• Seeding product in market by X• DP product in warehouses by
first week of Feb
Target all Musketeer accts for listing, continue to push CA in all accts
Continue to integrate into industry/3rd party events. Strong focus on summer holiday parties (Mem/labor day, 4th…)
Yellow to be pushed in all 2015/2016 PAs
Key Dates/Targets• Listing in 60% of Musk accts by
May 31
YELLOW PRE-LAUNCHNOLA REGION
BARCADIA
ERNST CAFÉ
LUCY’S
THE BOOT
THE CLUB
VIC’S
FULTON ALLEY
GORDON BIERSCH
WALK ONS
HAPPY’S
RUSTY NAIL
BALCONY
RENDEZVOUS
LE BON TEMP ROULE
GENERATIONS HALL
APRES
THE WILLOW
REPUBLIC
BRUNOS
TJ QUILLS
ROCK N SAKE
RITAS TEQUILA HOUSE ROYAL SONESTA RUE BOURBON RESTAURANT
STILETTOS
THE MANSION THE SWAMP LUCKY PIERRE’S BABE’S CABARET
BAMBOULAS BLUE NILE
DBA NOLA MAISON VASON DAT DOG
BULL DOG HALF MOON FAT HARRY’S EIFFEL SOCIETY SUPERIOR GRILL MAPLE LEAF TIPITINAS
DUGOUT SPORTS BAR HILTON SHERATON RENAISSANCE HOTEL INTERCONTINENTAL PRYTANIA BAR MIDCITY LANES PALMS PHILIPS MONKEY HILL HYATT RED EYE THE DISTRICT RENDEZVOUS
HUSTLERS BARELY LEGAL
JOHNNY WHITE’S CORNER PUB
JOHNNY WHITE’S PUB & GRILL
KRAZY KORNER
LA BAYOU
LAFITTE’S BLACKSMITH SHOP
LARRY FLYNT’S HUSTLER CLUB
LIPSTYXX
MAISON BOURBON OLD ABSINTHE HOUSE
MANGO
OLD OPERA HOUSE
OZ
PIER 424
RAINBOW ROOM
RATS HOLE
RAZZOOS
RED FISH GRILL
RICKS CABARET
RICKS SPORTING SALOON
SEEDING Danielle HeinErin Samanie
BAYOU BURGER AND SPORTS
BEACH ON BOURBON
BIG EASY DAIQUIRIS
BIG EASY OF BOURBON
BIG EASY OF ST LOUIS
BOURBON COWBOY TOO
BOURBON HEAT
BOURBON PUB PARADE
BOURBON STREET BLUES
CAFÉ LAFITTE IN EXHILE
CATS MEOW
CENTERFOLDS
CHROMATIC
DÉJÀ VU SHOWGIRLS
FAIS DEAUX DEAUX
FAMOUS DOOR
FAT CATZ
FAT TUESDAY
FRITZELS
FUNKY 544
YELLOW LAUNCHNOLA REGION
Classifica)on Partner
Loca)on
CS
A-‐Image LEVU
DALLAS
CS
A-‐Image
LIZARD LOUNGE
DALLAS
CS
A-‐Image NYLO HOTEL
DALLAS
CS
A-‐Image NYLO HOTELS
PLANO
CS
A-‐Image
OAK RESTAURANT
DALLAS
CS
A-‐Image PROPHET BAR
DALLAS
CS
A-‐Image THE JOULE
DALLAS
CS
A-‐Image THE ROOF
LUBBOCK
CS
A-‐Image TREES
DALLAS
CS
A-‐Image
SOUTHERN COMFORTS (Toad In Hole)
DALLAS
CS
A-‐Volume
FIDDLESTRINGS CLUB & SPORTS BAR
SAN ANGELO
CS
A-‐Volume
ROCKIN RODEO
MIDLAND
CS
A-‐Volume Twin Peaks
ODESSA
CS
A-‐Volume
BLACK GOLD SPORT BAR
ODESSA
CS
A-‐Volume BAR
MIDLAND
CS
A-‐Volume CUJOS
LUBBOCK
CS
A-‐Volume The Globe
Dallas
CS
A-‐Volume
HENRY'S TAVERN
PLANO
CS B 10 SPORTS BAR & GRILL
ODESSA
CS B 303 BAR & GRILL
DALLAS
CS B ADDISON ICE HOUSE
ADDISON
CS B
BRICK HOUSE TAVERN & TAP
PLANO
CS B CAFE GEKO ADDISON
CS B CITY TAVERN DALLAS
CS B
DAVE & BUSTERS (Dallas N Central E.)
FRISCO
CS B
DAVE & BUSTERS (Frisco)
DALLAS
CS B Deep Ellum Arts Fest
DALLAS
CS B DICKS LAST RESORT
DALLAS
CS B GILLEYS DALLAS
CS B HARD ROCK CAFE
DALLAS
CS B Hooters DALLAS
CS B Hooters DALLAS
CS B JMBLAYA FEST
DALLAS
CS B KATY TRAIL ICE HOUSE
PLANO
CS B LONDONER FRISCO
FRISCO
CS B LONDONER RESTAURANT
ALLEN
CS B Midnight Rodeo
DALLAS
CS B
Midnight Rodeo (Amarillo)
AMARILLO
CS B
Midnight Rodeo (San Angelo)
SAN ANGELO
CS B MUCKY DUCK ADDISON
ERIN SAMANIE-‐ PHASE 1 NOLA-‐UPTOWN/WAREHOUSE 42 Target Accounts
• 3 A-‐TOP • 7 A-‐IMAGE • 2 A-‐VOLUME • 30 B
DANIELLE HEIN-‐ PHASE 1 NOLA-‐BOURBON/FRENCHMEN 54 Target Accounts
• 0 A-‐TOP • 7 A-‐IMAGE • 6 A-‐VOLUME • 41 B
PHASE 2 -‐BATON ROUGE 42 Target Accounts • 2 A-‐TOP • 8 A-‐IMAGE • 6 A-‐VOLUME • 26 B
PHASE 2-‐MIDCITY/LAKEVIEW 45 Target Accounts • 1 A-‐TOP • 6 A-‐IMAGE • 2 A-‐VOLUME • 36 B
PHASE 3 -‐LAFAYETTE/LAKE CHARLES 28 Target Accounts • 0 A-‐TOP • 1 A-‐IMAGE • 5 A-‐VOLUME • 22 B
PHASE 3 -‐BILOXI/GULFPORT: 8 Target Accounts • 1 A-‐TOP • 0 A-‐IMAGE • 2 A-‐VOLUME • 5 B
YELLOW LAUNCHNOLA REGION
Classifica)on Partner
Loca)on
CS
A-‐Image LEVU
DALLAS
CS
A-‐Image
LIZARD LOUNGE
DALLAS
CS
A-‐Image NYLO HOTEL
DALLAS
CS
A-‐Image NYLO HOTELS
PLANO
CS
A-‐Image
OAK RESTAURANT
DALLAS
CS
A-‐Image PROPHET BAR
DALLAS
CS
A-‐Image THE JOULE
DALLAS
CS
A-‐Image THE ROOF
LUBBOCK
CS
A-‐Image TREES
DALLAS
CS
A-‐Image
SOUTHERN COMFORTS (Toad In Hole)
DALLAS
CS
A-‐Volume
FIDDLESTRINGS CLUB & SPORTS BAR
SAN ANGELO
CS
A-‐Volume
ROCKIN RODEO
MIDLAND
CS
A-‐Volume Twin Peaks
ODESSA
CS
A-‐Volume
BLACK GOLD SPORT BAR
ODESSA
CS
A-‐Volume BAR
MIDLAND
CS
A-‐Volume CUJOS
LUBBOCK
CS
A-‐Volume The Globe
Dallas
CS
A-‐Volume
HENRY'S TAVERN
PLANO
CS B 10 SPORTS BAR & GRILL
ODESSA
CS B 303 BAR & GRILL
DALLAS
CS B ADDISON ICE HOUSE
ADDISON
CS B
BRICK HOUSE TAVERN & TAP
PLANO
CS B CAFE GEKO ADDISON
CS B CITY TAVERN DALLAS
CS B
DAVE & BUSTERS (Dallas N Central E.)
FRISCO
CS B
DAVE & BUSTERS (Frisco)
DALLAS
CS B Deep Ellum Arts Fest
DALLAS
CS B DICKS LAST RESORT
DALLAS
CS B GILLEYS DALLAS
CS B HARD ROCK CAFE
DALLAS
CS B Hooters DALLAS
CS B Hooters DALLAS
CS B JMBLAYA FEST
DALLAS
CS B KATY TRAIL ICE HOUSE
PLANO
CS B LONDONER FRISCO
FRISCO
CS B LONDONER RESTAURANT
ALLEN
CS B Midnight Rodeo
DALLAS
CS B
Midnight Rodeo (Amarillo)
AMARILLO
CS B
Midnight Rodeo (San Angelo)
SAN ANGELO
CS B MUCKY DUCK ADDISON
ERIN SAMANIE PHASE 1-‐3 TOTAL TARGET ACCOUNTS 112
• 5 A-‐TOP • 16 A-‐IMAGE • 13 A-‐VOLUME • 78 B
DANIELLE HEIN PHASE 1-‐3 TOTAL TARGET ACCOUNTS 107
• 2 A-‐TOP • 13 A-‐IMAGE • 10 A-‐VOLUME • 82 B
• Chalkboards or Illuminated Poster Frames to be placed in each account with Yellow • 100 Bar Kits to be given to the first 100 accounts to purchase the Yellow B1G1
• 25 Each Musketeer and 50 DP accounts- buy 1 case get 1 case of Yellow free • Kit comes with POS, Yellow Bar Key and Red Bull Bar Mats
ENSURE EXCELLENT IN-ACCOUNT EXECUTION
AVAILABILITY
MENU LISTING & RIGHT PRICE
CONSUPTION ACTIVATION VIA PRINT POS
PERFECT VISIBILITYPERFECT SERVE
COLOR SCHEMATICS
BABY COOLER BACK BAR COOLER SMALL STYLE COOLER
EXECUTION: POS
PRINT ASSETSAVAILABLE FEB ‘15
+ 2 Face Table Stand+ 3 Face Table Stand+ 11” x 17” Poster for
Illuminated Frames
POS ITEMSAVAILABLE MAR ‘15
+ Lenticular Cooler Wrap+ Premium Menu Card Holder+ Blackboard Yellow Edition
Stencil
VIDEO CONTENTAVAILABLE MAR ‘15
+ 10 minute reel with Red Bull Yellow Edition video content to be played on account TV screens
YELLOW PRE-LAUNCHNOLA REGION
Staff Break/Dressing Rooms Seeding and Wings Team Sampling:
Work with targeted accounts to hook up their Staff break/dressing rooms with Yellow Edition Four Packs and send in the Wings Team to hook up the staff before their busy nights.
• AT WORK: 15 Targeted Missions• Timeline: Feb. 5th to March 31st
YELLOW LAUNCHNOLA REGION
SIN Sunrise Party: On Premise and Marketing Event
It will be the SIN and morning of the year! All Service and Hospitality Industry invited will be personally invited to an iconic location where they will be wined, dined and mystified by the new Yellow Edition. • All things Yellow: Drinks, Décor, and
Entertainment• Everyone will walk away with a Yellow
Edition Four Pack • Tentative Venue: Jackson’s on the water for
best view of sunrise• Tentative Dates
BUDGET: On Premise will contribute $2,000. Waiting to confirm with Marketing on their contributions.
YELLOW LAUNCHNOLA REGION
Follow the Yellow Edition Brick Road: SI Bar Crawl on Bourbon
Work with Top 9 Accounts on Bourbon and one walking tour guide (entertainment) to give the bar staff a day out on the town, on us. We can also invite OL’s, DP, and FORBS • Spray paint chalk to make a brick road to each
account• Digital Campaign to support accounts and the
Yellow Brick Road• Yellow Edition Navigator/Itinerary placed in a
lanyard for everyone to where. • 3 Team Bonding activities at three of the 9 bar
crawl stops – archery, corn hole, flip cup, dodge ball, or four square.
BUDGET: $400 for Print + $1000 for Activities + $300 for Spray Paint Chalk + $300 for Photographer = $2,000 Total
YELLOW LAUNCHNOLA REGION
All for one and one for all! Introducing the Yellow Musketeer.
The historically accurate, fully costumed Yellow Musketeer will run the streets of New Orleans comping bar tabs and spreading the news of the new Yellow Edition. You want to find Red Bull’s Mr. Mardi Gras.• Timeline: Feb. 14th to March 31st
• Targeted Big Moments: Yellow Edition Launch, Mardi Gras and Spring Break
• He/she will also attend DP launch meetings, Bar Staff trainings and Parades to keep both the team and consumers engaged and excited.
• Leverage Bar Games prizes with purchase of musketeer costume for Q2 or Q3 (Halloween Staff Incentive)
BUDGET: $800 for Costume and Actor
YELLOW LAUNCHNOLA REGION
REDEX:
Work with FMS/Wings Team to deliver one case of Yellow Editions via the hack RedEx. Surprises bouncers and doormen.30 Locations approx. 300 Service Industry People Impacted• Top 15 Accounts on Bourbon • Top 5 Accounts on Frenchman • Top 5 Accounts in Uptown• Top 10 Accounts in Warehouse District
BUDGET: $200 for Print/Wrapping for Cases
YELLOW LAUNCHNOLA REGION
French Quarter Fest: April 9th – April 12th • Pat O’s (Charlie Bateman) owner is on the board and interested in partnering for a Red Bull signature
cocktail with Yellow Edition. • Open festival on the river front that brings in about
BUDGET: $100 for Print
YELLOW LAUNCHNOLA REGION
ST. PATRICK’S DAY: What happens at the end of the rainbow? You find your pot of gold!
Work with top accounts in the four target areas to create a frozen Yellow Edition (RBV) drink served “leprechaun” style in a custom pot of goal toped off with a rainbow straw. Work with accounts that have existing frozen drink machines.
• Exclusive to Big Easy Daiquiris – 9 Locations • Superior on St. Charles – 1 Location• Lucy’s in the Warehouse District – 1 Location
BUDGET: 2,000 cauldrons at $2.09 a piece = $4,180 in Total
Related Documents
