Grey Goose has partnered with the Melbourne International Film Festival (MIFF) to welcome guests on a blue carpet, while they sip the iconic Grey Goose Le Fizz on opening night.
Running from 28 July – 14 August this year, MIFF is one of the oldest film festivals in the world and the most significant screen event in Australia. MIFF showcases the best in current cinema from around the world as well as retrospectives, tributes and discussion programs.
Bacardi-Martini Australia Managing Director, Denis Brown, believes that MIFF is a “natural alignment for the Grey Goose brand”.
“Year after year it attracts an audience seeking luxury experiences and superior artistry,” he says. “The partnership is a key move for Grey Goose in the southern hemisphere and we are excited to see our exclusive MIFF offering for festivalgoers come to life in 2016.”
The brand will also be premiering La Pursuit, the brand’s new advertising campaign, during the MIFF festival. The TVC is directed by Steve Ayson, and: “features a group of friends who are actively in pursuit of the extraordinary. They discover a dirigible and by capturing different elements along their journey, manage to create a unique experience: a movie night in the sky.” According to Grey Goose the spot takes on a “filmic quality” thanks to Oscar nominated director of photography Robert Elswit.
The TVC will be backed up by digital and social elements globally, allowing consumers to interact and engage with the brand.
As part of the festivities, Flinders Lane cocktail bar Mary Fortune will be providing an “ultimate Grey Goose film buff experience”. The team has created four bespoke cocktails taking inspiration from classic movie titles: the cherry based A Streetcar Named Desire; a hazelnut and butter-washed martini The Man with the Golden Goose; a meaty beef and bacon Dick Tracy; and the spicy tomato and cucumber Bloody Pulp Fiction.
The elegant Grey Goose Le Fizz will also be on offer; made with signature Grey Goose vodka, shaken over ice with St-Germain elderflower liqueur, a squeeze of fresh lime and topped with soda water.