A New Kind of “Guest Traffic”
Earlier this winter, tourists and locals in Las Vegas may have noticed a new addition to the traffic in the afternoons. Cruising up and down the strip was a vintage car decked out in the Sailor Jerry Rum brand motif. Anyone who snapped a picture of the car and brought it in to Rhumbar at The Mirage got a free Sailor Jerry cocktail of his or her choice.
“The promotion was brought to us by our ad agency, B&P,” explains Michael Frey, managing partner of Rhumbar. “They were working with a new company, AdRods, which had the concept to wrap classic cars [in ads] to promote local businesses. We started the program at the beginning of October. The car drives up and down the strip three days a week from 5 to 11 p.m. One day a week it is parked in front of the Mirage in the main valet.”
The group ran the promotion until the end of December and saw an extra 10 people coming into Rhumbar, specifically as a result of seeing the car driving around, and 20 more coming in while it was parked out front.
“It’s a good promotion because it brings attention to us and sends traffic to the bar,” Frey says. “It’s a good tie-in for Sailor Jerry because the car represents the ‘attitude’ of the brand.”