Set up in 2007, the Singapore Wine Fiesta is an annual 4-day gourmet food & wine event with celebrity chefs and sommeliers on-site to deliver masterclasses, all set against The Fullerton Bay Hotel with stunning views across Marina Bay. The fiesta attracts a premium audience of 15k wine-lovers, expats and HNW individuals who have the opportunity to try wines from 350 global exhibitors whilst strengthening and growing their social and professional network.
In 2016, World First was looking for sponsorship opportunities that would not only provide exposure in a new market but enable them to drive customer acquisition by creating unique and memorable brand experiences worth sharing. ALIVE developed and executed a 3-fold experiential strategy involving a comprehensive 12-month sponsorship deal with Straits Wines, an interactive on-site activity inside a brand-owned VIP Lounge at the SG Wine Fiesta, and a supercar experience to maximise social sharing and visibility.
As the main sponsor, the World First VIP Lounge was designed to fit both the brand and the event with sleek lines and beautiful furniture that provided a sophisticated area for guests to relax and enjoy their Wine Fiesta experience. Thousands of prospects were invited in to discuss their foreign exchange needs with World First and mingle with top execs from Straits Wines in a comfortable exclusive environment. ALIVE ran a series of interactive games hosted by our professional Brand Ambassadors, with fantastic prizes such as wine decanters and crystal glass sets, given out to winners on the spot.
Each of the 1400+ qualified sales leads collected were entered into a free prize draw to win one of 32 supercar rides home in our World First branded Mclaren MP4-12 or Rolls Royce Ghost, completing the luxury experience. ALIVE were responsible for all aspects of the World First execution encompassing creative strategy, design, production, logistics & operations, staffing, sponsorship & partner marketing, event management, data management & compliance, branding and communications, delivering an overall ROI of 3:1 for World First and a total reach of 1.2m across 4 live days.