Baileys launches Christmas Lounge site

by Fiona Ramsay, Marketing 18-Nov-08, 08:50

LONDON - Baileys is putting £4m behind its relationship marketing programme ahead of the key Christmas sales period. At the centre of the push is the launch of an online Baileys Lounge.

The site, at www.thebaileyslounge.co.uk, will form the hub for the drive in the run-up to Christmas. Diageo will send direct mail and emails to 750,000 programme members, inviting them to explore the site.

Developed by Chemistry Communications, the Baileys Lounge takes the form of a 3-D pop-up magazine with three main sections that will be updated on a monthly basis.

Editorial features will focus on ideas and inspiration, such as fashion and lifestyle trends.

The second area covers food and drink, with recipes, news and ideas. In the run-up to Christmas, consumers will be able to watch a cookery show, presented by celebrity chef James Martin, which showcases Baileys desserts.

The third section contains third-party offers, rewards, competitions and giveaways. This month, Lounge members will be offered Nails Inc manicures and products, and gifts from Hotel Chocolat.

The site is part of a significant Christmas marketing campaign for Baileys across print, outdoor and TV.

The TV activity launched earlier this month, while an in-store sampling drive, targeting 500,000 consumers, is set to begin in supermarkets next month.