Marketing Challenge
Fever-Tree was unable to directly sample to consumers due to COVID-19 and needed a safe way to activate in market. Given the pandemic, options were limited in how Fever-Tree could safely interact with potential consumers, so Fever-Tree needed a safe and meaningful way to reach consumers.
Solution
The solution for Fever-Tree was to partner with the Fairmont Chateau Whistler to create a Fever-Tree Winter Dining Dome. This unique dining experience featured a Fever-Tree speciality cocktail menu, Christmas crackers, and a delicious meal, all set in a personal dining dome. Additionally, partnering with Tree Canada to donate $1 for every cocktail sold. Fever-Tree then can give back to the planet by sponsoring tree planting programs nationally. A symbol of this donation was brought to life in the Fairmont lobby, with the “Fever-Tree giving tree”.
Results
Between December 20th and April 8th, 332 reservations were made for the Fever-Tree Winter Dining Dome (75% of all available bookings). Consumers purchased a total of 1,238 unique Fever-Tree Cocktails at the Mallard Lounge and The Wildflower restaurant over the 4-month period. While the hotel was able to bring in a large portion of consumers, the PR plan was incredibly successful with 30% of patrons being from the Hotel and 70% of patrons being directed to their booking from online, and marketing outreach. Ultimately, Fever-Tree was able to donate $1,570 to Tree Canada to support tree planting efforts nationally.
To bring the Fever-Tree Winter Dining Dome experience to life, a unique cocktail list and menu were created in addition to Fever-Tree Christmas crackers to produce everlasting memories in one of the most serene locations in the country.
Fever-Tree’s giving tree in the Fairmont lobby filled up with ornaments donning the name of guests who enjoyed the experience, serving as a visual reminder of the impact the program is creating through the charitable donation to Tree Canada to help revitalize Canadian forests. $1 from each cocktail sold and each booking were donated to the organization to help reforestation efforts nationally.
