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Unprecedented branding concept for Melrose Arch

Flight of the Fish Eagle, the celebrated natural brandy in the sleek, green, square bottle, has launched an unprecedented branding spectacular throughout the stylish Melrose Arch complex.

Courtesy of Flight of the Fish Eagle, this upmarket residential, entertainment and shopping centre situated in the heart of Johannesburg's northern suburbs has been transformed as key outdoor and indoor advertising touch-points were dressed with exquisite images of awe-inspiring natural environments to inspire and relax the soul.

Tanya Schreuder, Media Director of FCB Cape Town, the agency responsible for the campaign, says the creative team took an environment which had never seen branding before and subtly brought nature into what was, in essence, a concrete jungle.

"We then took a step further and brought nature to life by showcasing the work of internationally acclaimed natural land artist Strijdom van der Merwe, and allowing consumers to experience Fish Eagle in a unique way," Schreuder says. "As a result, not only were we able to profile this relatively new brand in a totally different way, but consumers were able to experience it holistically."

Misti Fowler, Flight of the Fish Eagle brand manager, says that as part of this branding extravaganza, Flight of the Fish Eagle invited Melrose Arch on-consumption venues to participate in a promotion for the two-month duration of the exercise.

"The well-designed layout of Melrose Arch with its natural, unhurried flow of activity will allow guests to fully appreciate the art work of one of South Africa's most prolific and internationally respected landscape artists to the accompaniment of great music," she says. "With a profusion of restaurants to choose from, guests will move to surrounding venues for dinner, meaning that the footfall through surrounding dining venues is going to be higher than usual - an added benefit for restaurateurs."

The promotion is also supported with extensive radio coverage combined with advertorials and press releases in local newspapers.



Editorial contact

C-Cubed Communications
Petra Peacock
(011) 794-4665

8 Nov 2005 09:00

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