Courvoisier provided up-and-coming artists with what they desired most: an audience and exhibition for their creations. And in doing so, create a compelling platform to reignite the brand.

The Media Agency created and led this campaign initiative and execution which was in market June – August 2011.

The program started with a call to local artists. Artists submitted their work to an online gallery. Chosen works would be displayed on different out of home locations in key entertainment districts throughout the city, as well as on a dedicated web-site for consumers to view and discuss the art. The art would also be reviewed by a jury and the selected works exhibited at Gallery 1313 culminating with a special event with hundreds in attendance. The perfect venue to reintroduce the brand. Digital media, Twitter and Facebook provided a broader audience with inspiration and helped build awareness.

With a budget of only $100,000 in paid media the Courvoisier collective amassed:oOver 120 original pieces of art.oGarnered over $200K in earned mediaAnd finally for the first time in several years o+17% increase in shipments, significantly outpacing the competitionoAll of the growth directly attributed to the Collective initiative.