The 1800 Greenhouse Bar
1800 TEQUILA
Campaign Development/ Project Management / Creative Content Production
The 1800 Tequila Botanical Bar Campaign brought sustainability and premium mixology to life by partnering with the Royal Botanic Gardens in Sydney and Melbourne. This one-of-a-kind activation, "The Greenhouse Bar by 1800 Tequila," blended botany and mixology, offering immersive cocktail experiences featuring native Australian botanicals. The campaign raised awareness about biodiversity loss while positioning 1800 Tequila as a socially conscious, premium spirits brand.
FMCG / FOOD & BEVERAGE SUSTAINABILITY / D2C LUXURY / LIFESTYLE
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As Marketing Director & Senior Production Lead, I managed the strategic planning and execution of the Botanical Bar activation. Responsibilities included:
Coordinating with creative teams, media planners, and event partners to ensure seamless delivery.
Overseeing pre- and post-event digital campaigns to maximise attendance and engagement.
Managing collaboration with the Royal Botanic Gardens to align the activation with conservation goals.
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Local: Australia (Sydney and Melbourne), targeting urban, sustainability-conscious audiences.
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1800 Tequila Leadership: Provided strategic oversight and approvals.
Royal Botanic Gardens: Collaborative partner for biodiversity awareness and fundraising.
Creative and Production Teams: Developed campaign assets and executed event logistics.
Mixologist Tom McHugh: Designed bespoke cocktails to align with the campaign’s botanical theme.
PROJECT OBJECTIVES
Aligning 1800 Tequila with sustainability-conscious consumers through immersive brand experiences.
Raising funds for the Rainforest Seed Banking Program by donating all ticket proceeds.
Expanding 1800 Tequila’s cultural footprint among “Cool Hunters” who value premium, eco-conscious experiences.
THE CONSUMER INSIGHT
Three in five Australians are unaware of the country’s rising biodiversity crisis. This gap presented a unique opportunity for 1800 Tequila to educate and inspire action among sustainability-minded individuals while connecting them to the brand’s premium heritage and values.
THE CLIENT AMBITION
To position 1800 Tequila as a leader in sustainable luxury by creating a meaningful, shareable experience that blends environmental awareness with premium mixology.
My Strategic Approach
The campaign was executed in three phases:
Pre-Event Promotion:
Utilised Meta ads (Reels, Stories, and in-feed) targeting sustainability and cocktail enthusiasts in Sydney and Melbourne.
Promoted Eventbrite ticket sales, generating awareness and driving attendance.
Event Activation:
Hosted at Carriageworks in Sydney and Clifton Street Pop-Up in Melbourne, featuring 90-minute cocktail sessions showcasing native Australian botanicals.
Designed bespoke cocktails by sustainable mixologist Tom McHugh, paired with 1800 Tequila’s premium range.
Offered plantable gifts to reinforce the eco-conscious theme.
Post-Event Amplification:
Shared post-event content, including videos of the activation and interviews with participants, to extend the campaign’s reach and reinforce 1800 Tequila’s brand positioning.
Execution Highlights
Social Media: Achieved high engagement through visually rich content showcasing the bar’s aesthetic and cocktails.
Collaborative Messaging: Amplified the campaign’s sustainability narrative by partnering with the Royal Botanic Gardens.
Fundraising Impact: Donated 100% of ticket proceeds to the Rainforest Seed Banking Program, directly supporting biodiversity conservation.Through (insert here the explanation) as to how you developed team culture and so forth to develop the team morale and increase efficiencies.
The results Speak for themselves
Revenue Impact Over $60,000 AUD raised for the Rainforest Seed Banking Program through ticket sales. Additionally:
Event Attendance: Hosted 1,200+ attendees across both cities, with all sessions sold out.
Social Engagement: Campaign content achieved over 1.8M impressions, with an engagement rate of 22% across Meta platforms.
Brand Recall: Post-campaign surveys revealed a 35% increase in brand awareness among the target audience, cementing 1800 Tequila’s premium and eco-conscious image.