Case Study:

Tacos N’ Tequila
Cinco de Mayo Mexican Street Fiesta

Tacos N Tequila was more than just a street festival; it was an experience for all the senses! The inaugural Cinco de Mayo street fiesta was held in The Rocks’ iconic Dawes Point Park; a stunning grassy area located underneath the Harbour Bridge, overlooking Sydney Harbour and circular quay the best views Sydney has to offer. Held over the weekend of May 4-5 2019, the festival showcased a vast array of authentic Mexican street food and beverage.

Sydney’s best authentic Mexican restaurants Rosa Cienfuegos, SoCal Neutral Bay, Bad Hombres, Panama House, Chula, Tex Mex by Chefin came together to celebrate the Mexican holiday weekend tradition. To top if off, Messina cleansed the palette with a special Mexican inspired dessert, and an Altos Margarita bar served up authentic Margaritas and Palomas. 

In addition to the exceptional food stalls, Tacos N Tequila also showcased elements of Mexican culture including live street art installations by Skullavera, Taco eating competitions, the incredibly popular Tequila masterclasses, Latin American bands and Lucha Libre wrestling - which stole the show! The inaugural festival offered something for the whole family and with 8,000 attendees, The Rocks was buzzing all weekend with authentic Mexican culture and fiesta vibes!

We'll be back in 2020!

The Brief

Tropicool were engaged by Sabe to put together a Mexican food and beverage festival, bringing together authentic street culture and art in celebration of the traditional Cinco de May holiday — held at the iconic Dawes Point Park, in The Rocks,  Sydney.

Event Details
➜ Event: Tacos n Tequila fiesta food and beverage festival 
➜ Venue: Dawes Point, The Rocks 
➜ Capacity: Capacity 2500 per session 
➜ Date: Friday 3 - Sunday 5 May 2019
➜ Target audience: Media, VIP, influencers, friends, family, competition winners
➜ Catering: Food and beverage lovers, families, couples, influencers, Latin American 
➜ Drinks: Tequila cocktails and Beer 
➜ Event themes: Cinco de Mayo (Mexican)

Key Objectives
➜ Establish the concept and bring it to life in an authentic way 
➜ Collaborate with Sydney’s finest Mexican food vendors each representing different regions of Mexico 
➜ Secure the appropriate event brand partners and funding
➜ Book and curate all music, talent and entertainment 
➜ Create a unique marketing campaign 
➜ Execute a full social media strategy and advertising campaign 
➜ Deliver an influencer marketing campaign prior to the event, during and post event 
➜ National publicity campaign 
➜ Brainstorm, coordinate and manage all activation pillars — i.e. Lucha Libre wrestling, Altos Tequila masterclass, Tabasco taco eating competition, Skullavera street art 
➜ Manage photoshoots with all participating vendors 
➜ Organise festival decor and theming
➜ Target 5000 registrations to the event

Brand Focus: ALTOS

• ALTOS Tequila Masterclasses presented by brand ambassador Alice Newport.

• Consumers had the chance to be part of a fun filled and informative 35 mins session where Alice spoke about the origins and the different types of tequila in Reposado and Plata and also how to make a Tommy’s Margarita! 

• Attendees got to sample Plata, Reposado and also a Tommy’s Margarita. 

• The Tequila Masterclass station was set up and branded by ALTOS and was so popular that instead of the 4 advertised classes (which sold out fast), we ended up doing 10 in total.

• Guests left with a ALTOS gift at the end of the session.

• Margarita bar Soley sold ALTOS drinks and a bespoke margarita bar which featured ALTOS branding had exclusive rights to sell ALTOS products. 

• Bar tenders wore branded ALTOS tees. 

• Exclusive ALTOS bar menus featured 5 cocktails.

• The sales target for the weekend was 40 cases of tequila. We exceeded that with 50 cases of ALTOS sold, and that total would have been higher if there wasn’t rain showers on Sunday.

• We created exclusive photo and video content for ALTOS including a 45 second highlights video capturing the Masterclass, brand asset and consumer participation.

• ALTOS bar assets included bar mats, bar signage at the main bar, plus the standalone margarita bar.

• As part of the Influencer Marketing strategy, we had bloggers tagging ALTOS Tequila throughout the weekend.

• The event’s MC mentioned ALTOS throughout the day and thanked them for their involvement.