Flex Week's guerilla marketing reaps success

Nicholas Kellyman, Gleaner Writer

Rum-Bar Flex Week is new in a number of ways. Not only is the event a weeklong ode to those who love to stay in the Corporate Area during Independence, it is also being marketed in a very different way.

Over the period of a month, the team behind the organisation of Rum-Bar Flex Week has been utilising aspects of guerrilla marketing.

Digicel and members from the film Better Mus' Come have engaged in this form of marketing before, but the novelty has not worn off.

Over that month, the Flex team has taken a truck to Half-Way Tree, Portmore, Spanish Town, Christian Pen, Cross Roads, Downtown, Liguanea, and Papine.

During some of those stops, street dances broke out as crowds formed with those curious to find out what Rum-Bar Flex Week was all about, though, in truth, many wanted the free Rum-Bar on offer.

The group found that Jamaicans weren't averse to competing for what they want. Dance-offs and open mic sessions became the order of the day, as those who were formerly onlookers quickly became a part of the activities.

People were enthusiastic, and in the mix, the news that there was a weeklong event for those who would not be going out of town for Independence, happened to come out.

Rum-Bar Flex Week will take place across two parishes. Patrons will be able to attend all 10 events across the parishes with season armbands costing $12,500.

The events include Marco Polo, Road Flex, Juice Theory, Reminisce, 12-12, Levels, Goal Score, French Book Live, Chug It and Image.

The week begins with Marco Polo at the National Stadium car park on August 1.

The event will boast a 300-square-foot turbo dance floor. While featuring popular disc jockeys Flabba Dabba, Flava Unit, ZJ Chrome, ZJ Ice and Heavy D. Admission is $1,500 with a ladies' two-for-one special before 1 p.m. That night, patrons will be able to enjoy exciting stage performances for only $1,500 before 10 p.m. and $2,000 afterwards at Rum-Bar Road Flex at the New Kingston Golf Academy. The event will feature performances from I-Octane, Lady Saw, Spice, Louie Culture and Richie Spice.

JUICE THEORY

Sugarman's Beach will be taken over on August 2 for Juice Theory - Exotic Fantasies. Again, the cost is $1,500 at the gate with special three-for-one admission for ladies before 6 p.m.

On the other hand, mature patrons will be able to enjoy throw back hits from the '70s, '80s, '90s mixed by ZJ Ice, DJ Marvin and DJ Johnny Kool at Reminisce: Ultimate Retro Event at the Liguanea Club. The event will boast an elevated dance floor and four mega bars with special guest appearances and a food-inclusive VIP section.

On August 3, revellers can enjoy 12-12, the all-inclusive springbreak-style beach party, at Sugarman's Beach. The event will feature disc jockeys Kurt Riley, DJ Pepsi of Renaissance Disco, ZJ Sparks, ZJ Ice & Jamrock Sound along with live performances from popular artistes.

This will be followed in the night by Levels.

On August 4, Rum-Bar will host Goal Score, a football penalty kick competition at the Constant Spring field. Prize money is a whopping $2 million and admission is only $1,000. Following this event will be Frenchbook Live - an all inclusive beach party. Admission for men is $2,000 while $1,500 for women.

On August 5, Image, the all-white inclusive beach party, takes place at the Ultra Beach Club for only $1,500. Flex Week closes on a high with Rum-Bar Chug It on August 6. Admission is only $1,000 inclusive of liquor.

Ticket outlets for season bands are Genus Pharmacy, Portmore; D'Trends, Bargain Mall, Half-Way Tree; Xtras, Mall Plaza; Total gas station, New Kingston; Wong's Texaco, Old Hope Road; Total gas station, Manor Park; Texaco, Linstead Town Centre; Coor's; Texaco, Spanish Town; Heaven's Texaco, Mandeville; Shell service station, May Pen and Total gas station, Ocho Rios.