Our experiential marketing arm, LUCKYRICE AGENCY, selectively works with key corporate partners. Amongst our service offerings, we ideate and produce events for product launches, manage chef endorsements and engagements, and provide brand consulting services.
Bombay Sapphire® East Gin
We conceptualized the launch of BOMBAY SAPPHIRE® EAST Gin, a new spirit infused with Asian botanicals, in 2011. The launch strategy was targeted at three audiences: consumer, media, and trade. Working with a multi-million dollar budget, we produced a series of events across the U.S., including the stand-alone “House of Imagination” in New York City, and worked with LUCKYRICE Culinary Council chefs Daniel Boulud, Marcus Samuelsson, and José Andrés to endorse the new spirit.
Cathay Pacific Airways
We conceptualized and produced the official launch event, “16 Hours ’til Hong Kong,” for Cathay Pacific Airway’s fifth direct route from Newark to Hong Kong in 2014. A play on the length of the flight, guests ate their way through Hong Kong with 5 distinct culinary concepts indicative of the five daily, direct flight times from the New York Metro area. The walk-around tasting brought media, consumers, and high-level Cathay Pacific Marco Polo Members together to taste creative bites from celebrity chefs and bartenders: RedFarm (Dim Sum), Outer Borough (Tea Time), Anita Lo and Pichet Ong (Fine Dining),Yunnan Kitchen (Night Market), Xavier Herit and Orson Salicetti (Mixology). In 2015, we produced two Chinese New Year of the Goat events targeting millennials in Boston to pre-launch Cathay Pacific’s fourth direct flight from Boston to Hong Kong.
We created a series of custom, one-of-a-kind dinners for the HSBC Premier brand to communicate the bank’s “locally global” brand story. In New York City, we held private dinners with LUCKYRICE Culinary Council members: “La Fête Chinoise” at Restaurant Daniel with Chefs Daniel Boulud and Susur Lee, an intimate omakase dinner with Iron Chef Morimoto, and an off-the-menu dinner with Chef Anita Lo.