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Empire Awards bring out the A-List

Tom Cruise, Arnold Schwarzenegger and Brit director Paul Greengrass all in the same room? No, it wasn’t a film set - just last night’s gathering of the film A-list at the Jameson Empire Awards. Sat Bal (31 Mar’14) Read more

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Lord Foster’s Monaco Yacht Club set for June launch

Monaco looks forward to its new yacht club designed by Lord Norman Foster. Expected to be unveiled this June Yacht Club de Monaco (YCM) will be located on Quai Louis II. Chris Page (5 Mar’14) Read more

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The Oscars, Winners & Red Carpet

The 86th Academy Awards, held at the Dolby Theatre in Hollywood, LA last night memorably backed new talent. Queen of the night was Lupita Nyong’o who won the Supporting Actress award for ‘12 Years a Slave’. And above is the A-list group ‘selfie’ that was retweeted over two million times by the end of the 2014 Oscars. Sat Bal & Abbie Parkin (3 Mar’14) Read more

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Luxury yacht Nirvana sets course for Dubai

The Dubai International Boat Show prepares for its showing next month and one of the stars of the show will be Nirvana, the largest yacht on display at the event. Chris Page (27 Feb’14) Read more

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House of Marley sponsors Isle Of MTV

 

House of Marley will be the official pan-European sponsor of MTV’s Isle of MTV event, set to take place on June 25th 2014 in Malta with a host of international music stars in prospect. Abigail Parkin (12 Feb’14)

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Chinese hotel acquisitions set to increase globally

London is set to be a beneficiary of  increasing Chinese investment in global cross-border hotel acquisitions, according to  international real estate advisor Savills. The company  predicts that Chinese investors will increase their share of  hotel acquisitions from the current level of 4% to 10% by 2017. Chris Page (7 Feb'14) Read more

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Turn up the heat at W South Beach Miami

Miami is as jet-set as it gets and W South Beach Hotel is now wooing couples over with a dream package bursting with yachts, penthouses and globally renowned dining. Anna Bass (30 Jan’14) Read more

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Cartier invites applications for Women’s Initiative Awards

The Cartier Women’s Initiative Awards is putting out its annual call to female entrepreneurs of young businesses. Winning applicants stand to collect funding of US$20,000 as well as coaching and PR opportunities. Abigail Parkin (28 Jan’13) Read more

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How’s your 2014?

 

As the festive memories fade we ask the luxury sector about its outlook and plans for 2014. Here, Quintessentially, Keith Prowse, Taj Group, Ibiza Angels and Wonderland Events fast-forward into ’14. Abigail Parkin (22 Jan’14) Read more

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Less is more with new Coke Zero - see the pre-broadcast ad here

This Monday sees Coca-Cola relaunch its Coke Zero drink with a TV commercial shot in South Africa. Red Carpet has the ad here for preview before it officially airs on TV. Anna Bass (11 Jan'14)

 

The relaunch comes nine years after the zero sugar, zero calorie drink first made its debut. “Just Add Zero” is the integrated marketing campaign behind the brand's 2014 drive to bring Coca-Cola to the attention of a new generation. 

A distinctive red circle is introduced as the brand's new visual identity and will appear across all touch points including outdoor and POS activity and limited edition pack designs, supported with PR and digital.

  Director Nima Nourizadeh, who has also directed commercials for Adidas, was enlisted to create the Coke Zero ad. The campaign seeks to convey the positive impact of 'zero' to a young demographic.  

“For some people zero means nothing, but the “Just Add Zero” campaign shows that things get bigger, better, faster and greater when you add zero," says Bríd Drohan-Stewart, marketing activation director, Coca-Cola, Great Britain. "‘Adding zero’ gives you more: a visit to one country becomes an epic journey of 10, a group of 10 mates become 100, while a party of 100 transforms into a festival of 1,000. In the same way, Coke Zero gives you more great Coke taste with zero sugar and zero calories. This campaign speaks to people who share the same philosophy – the adventurers who always seek out possibilities in order to experience greater things."

 Click the video link below and see how the theory is adopted by the star of the fast-paced ad through night club, film set and river (!) scenes when he realises the power of ”adding zero.” Thus his two sisters produces 20 of their attractive friends, while a party of 100 people becomes a festival of 1,000. You get the picture. But check out the quirky ending where the ad's female protagonist concludes that 'two can play at that game.'

 “Coke Zero is the second best-selling brand in many markets," adds Drohan-Stewart. "Now we are investing heavily in the lights category, highlighting the choices available for consumers who don’t want to compromise on taste for zero sugar and zero calories."

Watch the video here: