Case Study

Brief:

Onyx was tasked with showcasing Mount Gay Rum and launching their new Navy Strength rum at Cowes Week 2024, while delivering unforgettable on-the-water experiences and organising the Red Cap Party.

Approach:

We managed two key locations—The Parade with the HVan and Cowes Yacht Haven with Tiki Bars serving Mount Gay cocktails. Exclusive RIB experiences gave guests a close-up view of the sailing action, all supported by seamless collaboration with stakeholders. 500 Red Caps were distributed, becoming a standout feature of the week, while Cowes Week’s 100,000 visitors provided an ideal platform for this successful activation.