Don Julio Port of Champions
× Cigarette Racing
Manhattan was gridlocked for Finals week. Legacy put the brand on the water instead.
Global Brand. Global Moment. Elevated VIP Experience for World Cup.
Legacy originated the idea, brokered the deal between Cigarette Racing and Don Julio’s agency team, and produced it: a fleet of Don Julio-liveried Cigarette boats working the Hudson through Finals week.
The boats ran as a VIP water taxi — talent, athletes and tastemakers collected and delivered straight to Don Julio’s Port of Champions activation, with the skyline behind every arrival. Two weeks of programming, boats transported up from Miami, custom livery, dock coordination across the Manhattan waterfront, on-water hospitality and daily capture.
Rolling Stone and People covered it, with talent photographed aboard through championship week.
The right asset at the right cultural moment, outperforming conventional media spend. That is the argument this project exists to make.
“Many of the stars were also onboard the Don Julio yacht docked in Manhattan earlier in the week as part of the tequila brand’s “Port of Champions” week-long waterfront takeover on the Hudson River. Don Julio welcomed guests onboard at 200-foot mega yacht and cocktail deck on the West Side of the city for game-day watch parties, tequila tastings and musical performances from the likes of Nas, Coco Jones and Burna Boy, the latter of whom surprised the crowd at the Don Julio activation a day before taking the stage with Shakira at the World Cup final halftime show.”Rolling Stone →
- Concept origination
- Brokering the partnership
- Boat transport, Miami to New York
- Custom brand livery
- Dock coordination across the waterfront
- On-water hospitality
- Daily content capture
Port of Champions, Chelsea Piers — the activation the boats ran guests to. Legacy ran the boats, not the party.
