Grupo Sörensen Designs Marketing Strategy for Pullmantur at Madrid Fusion
15/03/2012 - SÖRENSENThe different actions included "Mama Cook by Pullmantur," a cooking competition for mothers.
During the 10th edition of Madrid Fusion, a culinary event par excellence held last January at Madrid’s Municipal Congress Centre, Grupo Sörensen was commissioned to design and implement a marketing strategy with the aim of making the most of the show’s media coverage to promote the restaurant service that Pullmantur offers its clients on its all inclusive cruises.
Grupo Sörensen designed an 18sqm stand, created a welcome page, and handled all the logistics related to the actions be carried out at the stand during the three-day event.
The welcome page was used to create a large amount of buzz around "Mama Cook by Pullmantur," a cooking competition for mothers. The finalists then demonstrated their skills at Madrid Fusion under the watchful eye of a jury comprising the mothers of four of Spain’s Michelin star chefs: Mario Sandoval, Pepe Solla, Francis Paniego and Jordi Roca.
The stand was equipped with bars behind which acrobatic barmen mixed cocktails before the visitors to the show. A number of square wood shelves, featuring photos of Pullmantur cruises, were placed behind the main bar, along with mirror vinyls to lend the stand depth. On either side of the stand, there were corporate photos of Pullmantur, one featuring a large cruise ship and the other the company’s "full flavour, all happiness" campaign, with the accent on its innovation in the all inclusive segment. Lastly, a 160x220cm backdrop was installed on the 25th for the mother cooks’ photo call.
Grupo Sörensen designs marketing strategy for Pullmantur at Madrid Fusion
During the three-day event, visitors to the stand were encouraged to participate in a daily lucky draw to win a "Mediterranean Breeze" cruise, by depositing cards designed especially for the occasion by Sörensen in a box.
On 25 January, Pullmantur was the centre of attention at Madrid Fusion, with the press milling about the company’s stand from early on in the morning to report on the results of the "Mama Cook by Pullmantur" competition. The three finalists won a Mediterranean cruise for two.
The event was a complete success, since Pullmantur managed to inform its target audience about its all inclusive cruises, as well as acttracting more media coverage than expected.
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