Marketing Trendz Volume 27 Winter 2022 Edition - Page 12

sales promotion & events


QV Melbourne leveraged its corporate alliances to create a unique seasonal hot spot .
A bottle of Mumm Champagne for A $ 69 ( just under US $ 50 ) or a signature cocktail for the release of a new Absolut spirit isn ' t the kind of highlight that you ' d typically see on a shopping center ' s roster of F & B deals . Then again , cookie-cutter isn ' t what QV Melbourne was going for when it unveiled its QV Club , a Europeaninspired square where its shoppers will be able to gather , eat , drink , and be merry all summer long through March .
Having " club " in the name is somewhat misleading . There are no membership fees charged . However , two of the space ' s main features do add an air of exclusivity : The Stella Artois shipping container bar and the Absolut cocktail caravan , which is marketing the release of the company ' s new watermelon flavor by serving tasters of the co-branded QV Club Watermelon Smash cocktail . The club staple is a bar open daily and offering everything from Aperol Spritzes and frozen margaritas to beer and seltzers .
All those drinks are expected to find takers on any given summer ' s eve . Still , there are other reasons to visit , including DJ sets , live electric bands , made-forlounging daybeds , a checkers game , and plenty of eats . Patrons who wish to order bar bites or full meals from QV Melbourne vendors do so via QR code and Father ' s Office will deliver them directly to the club .
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