18-news-CAPITALIZE_20WINS_20BEST_20PARTY_20ARENA_20AWARD_20FOR_20BACARDI_20_20B-LIVE_20AT_20THE_202007_20UK_20FESTIVAL_20AWARDS by shimeiyan


                       AT THE 2007 UK FESTIVAL AWARDS

Wednesday 7th November 2007

Bacardi Superior Rum celebrated the 10 anniversary of its experiential Bacardi B-Live
campaign by romping home with the inaugural Best Party Arena Award at the UK
Festival Awards.

Developed by Capitalize, BACARDI B-LIVE (formerly the Bacardi B-Bar) has become
synonymous with outstanding parties, blending an exceptional mix of renowned international
DJs, acclaimed musicians, vocalists, and signature BACARDI Superior Rum cocktails. It
attracts more than 150,000 festival fans annually and has become one of the brand’s most
successful marketing initiatives ever, having had a significant impact on brand image and
target audience consumption. This year the BACARDI B-LIVE Arena thrilled thousands at six
of the leading festivals in the UK and Ireland, including Isle of Wight (UK), Oxegen (Ire), T in
The Park (UK), V Festival (UK) and Electric Picnic (Ire).

The UK Festival Awards powered By Virtual Festivals has rapidly become an industry
barometer to gauge public opinion on the leading festival activity in the UK. The Best Party
Arena Award was launched this year and the BACARDI B-LIVE Arena fought off stiff
competition from the summer’s best party arenas to win the top prize.

The World’s Number 1 spirit brand made its debut appearance on the UK summer music
festival circuit in 1997 as a sponsor of V Festival. Bacardi Superior Rum was, in many ways,
a pioneer in experiential marketing, entering the music arena at a time when brands
traditionally turned to sport to generate awareness and brand reappraisal.

Alex Gellard, Senior Brand Manager, for Bacardi Martini UK, said:
“BACARDI B-LIVE truly embodies the spirit of the brand. It is a real opportunity for UK
partygoers to experience Bacardi in a really vibrant arena.”

Capitalize’s Experiential Team Group Account Director, Barbara Walker, commented
on the win, saying:
“This award is particularly meaningful for us as it is the people’s choice award and ultimately
the entire B-Live concept has been designed to offer festival goers a fabulous Bacardi
Planning for 2008 has already started and Bacardi B-Live is set to once again to blaze the
most popular Festival sites in the UK.


For more information on Capitalize please contact:
Barbara Walker – bwalker@capitalize.co.uk or 020 7940 1700
Rupert Hains – rhains@capitalize.co.uk or 020 7940 1731 / 020 7940 1700

For further information about Bacardi Superior Rum please contact:
Shine Communications             020 7553 3333:
Zac Schwarz - zac.schwarz@shinecom.com
Sophie Knight - sophie.knight@shinecom.com

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