Noel Thompson, Freelance Writer

LeftSide

WESTERN BUREAU:

Beverage giants Red Stripe and Smirnoff have teamed up to bring Negril, Westmoreland, what they say is the largest party for the Independence weekend.

Renamed Red Stripe Temptation Island, as for the first time, Red Stripe is the title sponsor, the hype begins with Delano's birthday party, called tempted on August 3.

On August 4, there will be four big parties, starting with Day Dreams, Stages, Colours and Red Stripe Temptation Live, at The Jungle. This will feature Munga Honourable, Leftside, Elephant Man among others.

Red Stripe products

August 5 will see Wildsides, Pretty in Pink and Temptation Live II, featuring Mavado, Busy Signal and others.

The weekend culminates with Fever on August 6. These parties will feature all the Red Stripe products including Red Stripe Light, Heineken, Guinness, as well as Smirnoff, Bailey's, Tanqueray Gin, Diageo Rum and much more.

"We are spending a significant amount of money over the summer to sponsor the biggest events," says Carlo Redwood, group marketing manager for Red Stripe. "This is all part of our Red Summer Campaign that is themed Red Stripe 'Bredrin for Life'. The Red Summer Programme is about giving our consumers the biggest social experiences for the summer."

Meanwhile, Smirnoff, under their Summer Campaign - 'Create a Stir' has gone out to be the first brand to take over an entire hotel for the Independence weekend, Grand Lido Negril, which will be renamed the Smirnoff Xclusive weekend, during this period.

Premium activities

Smirnoff will be offering a premium party weekend to those lucky enough to acquire rooms at this exclusive hotel. Smirnoff will be delivering premium activities and events at the hotel and will also be launching some new Smirnoff flavours.

"It is really around 'creating a stir' and i around our campaign, which is delivering once-in-a-lifetime experiences for our consumers. We are building strong brands for the future and in order to do that you need to recruit and build strong relationships with your consumers from now," Redwood indicates. Their target audience is between age 18 and 24.

Cover charge for the Red Stripe Temptation Island season band is $9,500 and gives access to all 11 parties, which are all-inclusive events. Redwood states that rooms are fully booked in Negril for the party.

Mavado (left) and Busy Signal were among the performers whose songs Rennaissance played to a good response at 'Euphoria'. - Winston Sill/Freelance Photographer