Case Study: Havana Club empowers the next generation of Party Makers with Richmond & Towers

Havana Club doubles Party Makers entries with Richmond & Towers

Havana Club partnered with Richmond & Towers to launch its new ‘Party Makers’ programme, a financial grant and mentoring scheme. The challenge was to support the global bar trade community, which had been severely impacted by COVID-19 lockdowns, and to empower the next generation of international party makers while regenerating the brand for a Gen Z audience.

Richmond & Towers executed a targeted communications and social campaign to drive entries for the programme. The results significantly exceeded the initial target, doubling the number of entries. The campaign achieved global reach, from The Ivory Coast to Vietnam, and secured coverage with Gen Z audiences via targeted media placements. Richmond & Towers also flew journalists to Havana for the closing ceremony, generating significant awareness.

Havana Club