BRANDING / ATTRACTIONS
What if Pabst Blue Ribbon was a place you could visit?
Pabst Blue Ribbon Fans had the chance spend a night in a PBR-inspired motel room courtesy of a new branding platform that brings the Pabst experience to life. This activation came to life at the Grand Traverse Motel in the popular summer town of Traverse City, Michigan. Fans were able to spend the night in three PBR themed rooms: Dive Bar, Arcade and Rec Room.
“The idea speaks to that special place PBR has in your heart and mind. A place that’s indifferent to the passing of time, where the beer is cold and friendship is forever. And now, it is a place you can actually visit. This one of a kind motel experience evokes the vibe of summers past and present.” – Rachel Keeton, Marketing Director, PBR
Each of the rooms feature carefully thought out elements that allow visitors to experience the feeling of PBR, in spaces the brand is often enjoyed including old-style game consoles, VCR movies, record player, Juke Box, Board Games, and more.
“We were looking for a campaign that embraced the classic qualities of PBR, but would be aspirational for fans both new and old. Pabst is the Place represents all the little things that make the brand what it is.” explained Keeton. “The Motel becomes the Place, evoking that comfortable and timeless feeling of PBR for visitors to experience first-hand.”
SCOPE:
- Experience Design
- Graphic Design
- Custom Fabrication
- Engineering
- Run of Show
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