Sometimes, successful special promotions have a lot to do with being in the right place when the tide comes in. Last year, when Coca-Cola teamed up with world-renowned Riedel Glassware to craft a specialty cocktail glass designed to enhance the sensory experience and flavors of Coca-Cola, they needed a smart launching pad. Enter InterContinental Hotel Group, asked to develop a limited-time promotional campaign featuring the new glass.
The three companies chose the InterContinental Buckhead in Atlanta to serve as the hospitality launch point for the debut of the new glass, with the promotion's launch centered around a series of internationally inspired cocktails featuring Coca-Cola. When all was said and done, the execution of the promotion, sponsored by Beam Suntory, brought the hotel chain the Vibe Vista Award for Best Hotel Special Event Program in 2015. “Moments of Happiness” (the title of the promotion) focused on restaurant and bar guests at the InterContinental Buckhead, as well as lifestyle, hotel industry and business media in Atlanta and throughout the U.S from mid-July through mid-September. a