The Moretti Gran Tour 2017 was hosted at the British Summer Time Festival in London's Hyde Park. The second year of the activation, the Moretti Gran Tour 2017 also visited Leeds and Edinburgh, and follows the brand's activation inside Shoreditch's Truman Brewery in 2016. The Moretti brand activation was designed with the help of experiential agency Space.
The enchanting activation ties into a wider campaign currently underway for the brand that centers around the slogan, 'Italian For What Matters,' and is designed as a multi-sensory tour of everything that is loved about Italy. The Moretti Gran Tour 2017 focuses on bringing together good beer, good food and good company, with an emphasis on providing each visitor with a brief journey through the sights, scents, sounds and taste of Italy.
Sensorial Festival Activations
The British Summer Time Festival Hosted the Moretti Gran 2017
Trend Themes
1. Multi-sensory Experiences - There is an opportunity to create immersive brand activations that engage multiple senses and provide an unforgettable experience for consumers.
2. Experiential Marketing - Brands can leverage experiential marketing strategies to build stronger connections with consumers and leave a lasting impression.
3. Cultural and Culinary Tourism - The trend of combining cultural experiences with food and beverages opens up opportunities for brands to showcase their products in unique ways and attract tourists.
Industry Implications
1. Beer and Beverage - Beer and beverage companies can create interactive experiences that showcase the unique characteristics and flavors of their products through multi-sensory activations.
2. Event Management - Event management companies can offer experiential marketing services, helping brands design and execute memorable activations that create buzz and engagement.
3. Travel and Tourism - The travel and tourism industry can partner with food and beverage brands to create immersive experiences that combine local culture, cuisine, and brand storytelling.