Southern Comfort to target 18-24s with Mardi Gras push - Brand Republic: "The Lounge said campaign, called 'The Spirit of New Orleans Project', which will run from September to March 2007, will target 18- to 24-year-olds with drinks promotions and tasters, bar staff training and 'brand heritage sessions'. ...
"James Layfield, managing director of The Lounge, said: 'Experiential marketing is one of the best ways to increase understanding by engaging the audience, because it generates invaluable word-of-mouth between the target markets.'"
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