Wine brand Yellow Tail has launched an experiential campaign called ‘Colourglam’ as part of its exclusive wine sponsorship of the Sydney Festival.
The ‘Colourglam’ activation, which will feature alongside the Yellow Tail bar within the Festival Gardens, is a make-up bar where consumers can indulge in a mini makeover while sipping on a glass of wine. Participants are then given branded Polaroid photos which can also be viewed and tagged on Facebook.
The campaign was developed by ad agency AnalogFolk.
Yellow Tail brand manager Karla Wheeler said: “The Yellow Tail Colourglam bar invites consumers to add a little drama to their make-up with a colour palette inspired by our wines. It is a great way to engage our target consumers around our creative platform, ‘The Colour of Life’, and we aim to bring a bit of fun to their Sydney Festival experience.”
The colour palettes were designed by make-up artist Bonnie Lee Eick and is inspired by the Yellow Tail range of Cabernet Sauvignon, Pink Bubbles, Sauvignon Blanc and Merlot.
AnalogFolk client partner Lucy Plunkett said: “The Colourglam idea fits with our philosophy of creating value for consumers to in turn create brand love for Yellow Tail.
“We’ve invested heavily in our experiential offering, and this campaign is a fantastic start to what will be a busy year of event activation across all of our clients.”
Make-up artists will be stationed at the ‘Colourglam’ marquee between 5:30pm and 10:30pm throughout the Sydney Festival dates.
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