• by Karl Greenberg , April 15, 2008

Courvoisier is taking to the streets with a new grass roots effort to reach urbanites in major markets.

The effort, developed with Complex Media LLC, the publishing and new media division of Marc Ecko Enterprises and apparel company Lifted Research Group, involves "pop-up" stores in five U.S. markets. The stores will carry a line of designer accessories and clothes branded both with Courvoisier and with Lifted Research Group.

For Courvoisier, the effort supports the recently launched "Find Greatness Within" campaign.

The stores, the first of which launches Thursday in L.A., are being supported with customized micro sites, online advertising, in-store promotions, and a consumer style guide. Open for three days each, they will also host VIP launch events and tastings.

The apparel and accessories in each 10-foot-by-12-foot, co-branded installation were all designed by LRG co-founder Jonas Bevacqua. They include etched flasks, iPhone cases, jackets, cardigans, windbreakers, and T-shirts.

After L.A., the stores will appear in San Francisco, New York, Houston and Miami. Mary Therese Williams, brand manager of Courvoisier, says those markets are the most receptive. "We have decided to strategically invest in these five markets over the course of the year, based on their being urban centers, media centers and ones in which we have seen the most participation from a consumer perspective," she says.

Pre-promotion began last month with a series of banner ads on advertising.com, communityconnect.com, complex.com and yahoo.com. In addition, point-of-sale co-branded displays are being placed in wine and spirits stores in participating markets.

The tour is also being promoted via a style guide in the current issue of Complex that shows images of the apparel and accessories. The microsite for the program, www.cv-us.com/popup, is accessible via Complex.com and Courvoisier.com. The site has an event calendar, product information and sweepstakes for tickets to attend private events and VIP parties in select markets.

Williams says the effort reflects a shift to non-traditional media, following the launch of the "Find Greatness Within" campaign last year. "We were heavy up in the third quarter and first quarter this year in more traditional media," she says.

The stores will be open to foot traffic during the day, and an invitation-only sampling event will happen during each evening of the three-day events. "We expect to see anywhere from about 1,200 to 1,800 people during the course of the three evening events," she says, adding that the launch store in L.A. will be in a raw space, with more boutique-style retail spaces in other markets.

There will also be on-premise promotions, where consumers visiting liquor stores and participating locations can SMS a special code to receive additional entries.