Flor de Caña volcano activation impacts millions at MIA

Flor de Caña Volcano @MIA3slider

Flor de Caña stopped traffic at Miami International Airport this summer with an elegant, disruptive, 10-feet high display inspired by the San Cristobal Volcano in Nicaragua, the birthplace of Flor de Caña rums.

The activation, which ran from July through Sept. 8, incorporated large screens that created an incredible visual mosaic showing lava, volcano explosions in ultraslow motion footage, the full story of Flor de Caña’s 125-year family tradition and the brand’s portfolio.

The Flor de Caña volcano was located in Terminal D, between gates D37 and D38, where millions of travelers from around the world were exposed to the new brand communication.

In addition, more than 35,000 people enjoyed a tasting of Flor de Caña’s super premium and ultra-premium rum collections, aged from 7 up to 25 years, in just the beginning weeks of the campaign, Global Marketing Manager Mariana Sanabria tells TMI.

Many thousands also toured the display to learn about the brand’s differentiating elements and the quality of Flor de Caña, she said.

The brand’s communication and booth design are inspired by the San Cristobal volcano where Flor de Caña rums have been born and aged for more than 125 years.

Through this campaign, the brand also connected with travelers flying to Latin America, where Flor de Caña is the fastest growing premium rum brand, says the company. Miami’s International Airport is the top airport in the U.S. in terms of passengers flying to and from Latin America and the Caribbean, approximately 15 million per year.

The campaign was arranged in cooperation with JCDecaux and coordinated with Duty Free Americas.

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