Cuervo Tradicional

Rolling Stones Party Tradi

Event Marketing

Mexico City

2016

Marketing, PR

Context

It's only rock and roll but I like it

In 1972, the Rolling Stones embarked on a U.S. tour that made history for both the band and the music industry, as tours evolved from simple promotional vehicles into major cultural events.

To pay tribute to that moment, Cuervo Tradicional produced a special-edition bottle featuring the commemorative emblem of the Rolling Stones’ famous tongue.

We took advantage of the band’s Olé Tour 2016, a tour that took them through the main cities of Latin America, arriving in Mexico City for two memorable concerts. In that context, we organized a spectacular party to celebrate the special edition, the legacy of one of the greatest rock bands in history and, of course, Mexico’s finest tequila.

Objective

To make the most of the Rolling Stones’ visit to Mexico City with a spectacular, exclusive party in a one-of-a-kind location: an abandoned hotel, considered an architectural gem, on the city’s most important avenue.

Challenge

How could we deliver a great experience in the context of an already memorable week in the city? Everyone already had their tickets for the Rolling Stones concerts, but we needed to be the event they would all want to attend.

The Idea

To create a party worth remembering, we had to infuse it with the DNA of glamour and legend shared by the Rolling Stones and Cuervo Tradicional. And what better way to achieve that than by inviting someone with Rolling Stone genes: Alexandra Richards, Keith Richards’ daughter. She was in charge of the music throughout the night.

Rolling Stones Party Tradi