Captain Morgan is creating 150 busts of its namesake, with a limited number to be auctioned on eBay, as part of a fundraising campaign to help hospitality workers, and their employers, in the Gulf Coast region get back on their feet.
The online auction is part of the Captain Morgan Mardi Gras or Bust nationwide fundraising program to assist the New Orleans Hospitality Workers’ Disaster Relief Fund, which benefits hospitality workers affected by Hurricane Katrina. Additional funds will go to the Mississippi Hospitality Workers’ Relief Fund and the Alabama Hospitality Workers’ Relief Fund.
Bidding for the busts will start Jan. 27 at $1,000 and end Feb. 28, the last day of New Orleans’ biggest party, Mardi Gras. Captain Morgan partnered with Kern Studios in New Orleans, the largest float builder in the world, to create the busts, Captain Morgan said.
“Captain Morgan is guaranteeing to raise a minimum of $150,000, however, we hope these pieces of art generate much more than that for this worthy cause,” said Dan Kleinman, senior brand manager, Captain Morgan, in a statement.
The first bust to be auctioned is decorated in Mardi Gras colors of purple, green and gold. Each bust features the original likeness of Captain Morgan, but has varying creative themes and decorative styling. Each bust is three-feet tall and weighs about 25 pounds and will be numbered and signed by Blaine Kern, known throughout the region as Mr. Mardi Gras, Captain Morgan said.
In addition to the online auction, local market auctions and fundraising activities will be held around the country. Captain Morgan, a Diageo brand, will also produce a p.r. campaign to drum up excitement for the Mardi Gras.
GEM Group, New York, handled p.r.
[Editor’s note: For more on the efforts by retailers and brand companies to aid in the rebuilding of the Gulf Coast, see the February issue of PROMO.]
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