Trade events are often feared as boring. People go because they have to but the format is always very similar. Not this one.
For their latest new product launch, Latitud 33º invited well known retailers, reporters and celebrities to an unusual wine tasting 50 m over ground in Buenos Aires. The guests wore security belts as the dinner table took off with the aid of a crane. The meals were prepared and served by a celebrity chef.
The video is a bit long so just do a bit of skipping once it's loaded. But it highlights again the importance of creating the right or the most exciting conditions around the experience of a product, being it a degustation, a trial or a launch event.
What do you think, does the experience affect the taste of the wine? I’m sure it does have an influence in the need to talk about it afterwards.
[UPDATE] The company they used to lift the dining area 50 m over ground is called Events in the Sky and they offer a variety of possibilities like Dinner in the Sky, Meeting in the Sky, Showbiz in the Sky and Marriage in the Sky. Maybe the venue for our next Conference, John?
Regional Executive Creative Director, Geometry Global Asia Pacific