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Our first international communication campaign

January 2016

During the months of December and January, Diplomático Rum organized exclusive pre-launch events of its new international communication campaign “The world needs more Diplomats,” in some of its key European markets.

The concept behind the campaign came about from a universal truth: “When you listen to your heart and do what you love, you give meaning to your life and make it extraordinary.” This concept is consistent with Diplomático Rum’s overall strategy, personality, and values. It allows the brand to create a strong bond with its audience as well as identify with the brand.

Both December events, which took place in France and Spain, as well as the January event in Italy, helped bring the campaign to life through experiences and personalities that reflect the spirit of the new diplomats. It is a way of honoring those men and women that show passion, optimism, and are curious about life; those that go above and beyond and are an inspiration to many others.

In Spain, the event was held at the Hotel Santo Mauro in Madrid formerly known as an embassy, in collaboration with the prestigious magazine, Icon. Here, a dinner for 40 people was held, in honor of 15 new diplomats who were selected based on their lifestyles and qualities that make them diplomats, qualities that are in line with the campaign. The diplomats included renowned professionals such as journalists, photographers, models, bloggers, entrepreneurs, designers, artists. The dinner courses were paired with different Diplomático cocktails, and the night came to a close with an Old Fashioned, prepared with Diplomático’s flagship, Reserva Exclusiva.

In France, the incredible atmosphere of the renowned Bus Palladium, was the scene for the campaign launch in Paris. Over 20 journalists and bloggers, as well as 170 guests attended the event. All were welcomed with Reserva Exclusiva, followed by a photo booth experience that allowed guests to take a picture and create their very own Diplomático passports. The evening included entertainment by a live jazz performance, a Diplomático cocktail class, and customizable Diplomático tote bags. The evening’s cocktail menu included delicious recipes made with rum expressions from Diplomático’s tradition range. The evening’s most popular cocktail was the Savoy Daisy, the signature cocktail of the night.

Carlo and Camilla, one of the trendiest places in Milan, was the site of the new Diplomático Rum campaign launch in Italy. The event attracted more than 450 guests and 15 influencers, that were considered new diplomats. The evening included: a calligrapher to write inspirational quotes from the campaign posters to be given to the guests, a world map placed on a wall for guests to leave messages of travel and their dreams, a pairing of Reserva Exclusiva and chocolate, and a musical performance by a violinist, which together with a DJ created a magical setting.

The campaign was officially launched on January 14, 2016 through a video that was shared worldwide through Diplomático’s social media networks:

Throughout the year, other elements of the campaign will be launched and implemented through print and digital media using the hashtag #WeAreTheDiplomats

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