09 October 2007

The West Indies Rum and Spirits Producers' Association (WIRSPA) has appointed Bray Leino to launch a marketing and PR campaign to promote Authentic Caribbean Rum throughout the UK, Spain and Italy.

The through-the-line campaign will see Caribbean rum being positioned as an unexplored treasure worthy of the sophisticated tastes of a target audience, who are motivated by the authentic and the unusual.

It will use the Authentic Caribbean Rum Marque - a symbol of origin and quality - to benefit both high profile brands as well as lesser-known labels seeking wider recognition.

The Marque will be unveiled to consumers and trade with advertising, PR, events, experiential and digital activity plus trade education and consumer sampling campaigns.

The WIRSPA marketing initiative is designed to breathe new life into the Caribbean rum industry by safeguarding its heritage and supporting its sustainable development, thereby creating long term jobs for the region's people.