By Anna Sekula Posted June 16, 2011, 12:00 PM EDT
As its sister brand Balvenie did earlier this year, Sailor Jerry Rum has embarked on a cross-country tour of the U.S. to underscore its history and connect with its target consumer in a more organic way. However, while Balvenie's mobile marketing campaign involves two ambassadors traveling in a Morgan car, the rum promotion is distinctly more laid-back. Launched on June 9, the “Hold Fast” tour from Sailor Jerry looks to epitomize the lifestyle and aesthetic of the man who inspired the brand, with a squadron of customized vintage Airstream trailers and backyard barbecues.
“Sailor Jerry is all about celebrating the man, the unapologetic legacy of Norman Collins, who spent a lifetime expressing himself through designs that told stories of war and heartache. He was a true visionary, with intense dedication to his craft and an unwavering rebellious attitude. As we set out across America with our fleet of Airstreams, we plan to find people who are living by their own rules,” said Sailor Jerry brand manager Daniel Deephouse. ”'Hold Fast' comes directly from the man's artwork itself and implies the idea of holding on to your values, your honor, your independence, your integrity.”
To celebrate Norman Collins' tattoo artwork, as well as mark the 100th anniversary of his birth, the Airstreams feature nautical, tattoo-style graphics on the exterior and fabrics printed with similar imagery bedecking the interior. At the New York launch, brand ambassador Rachel Furman was on site to speak to the custom decor and show off a pinup calendar produced in partnership with Inked magazine. To keep the rest of the evening casual, Sailor Jerry invited guests to the back patio of Walter Foods in Williamsburg for a reception marked by barbecued fare and drinks like lemonade spiked with rum.
Over the course of summer and fall, the “Hold Fast” tour will hit music festivals, biker rallies, and tattoo fairs across the country. The vehicles are scheduled to make several stops in the Northeast, including the New York State BBQ Championships on July 22, the World Pinball Championship on August 12, the National Buffalo Wing Festival on September 3, and the CMJ Music Marathon and Film Festival in October.