The Moodie Davitt Roarport gets set for launch
The Moodie Davitt Report is providing exclusive daily coverage of Wild Tiger’s Roar Trip, one of travel retail’s boldest CSR initiatives.
Via phone and social media, we’ll be with Gautom Menon and Paul George V throughout their epic 65-day road trip from Kerala to Cannes and be there to greet them on the French Riviera when they arrive on the eve of the TFWA World Exhibition. We are unlikely to be alone.
In four days time one of travel retail’s most ambitious Corporate Social Responsibility initiatives begins, the brainchild of Indian rum brand Wild Tiger.
Wild Tiger Founder and Chief Brand Officer Gautom Menon and Brand Creative Head Paul George V will be the co-pilots on an epic 65-day ‘Roar Trip’, beginning on 29 July (World Tiger Day) and finishing on 28 September. Their journey, in a Tata Hexa, will serve as an awareness campaign for tiger conservation while promoting the duty free industry and Wild Tiger along the way.
Menon and George will blaze across 25 countries and 25,000 kilometres, stopping off at tiger reserves, Indian embassies and numerous duty free shops along the way.
The Moodie Davitt Report is the sole media sponsor, with a regular Moodie Davitt ‘Roarport’ Wild Tiger news ‘feed’ along the way, including words, pictures and video from the intrepid cross-continent navigators.
The project has attracted support from all sectors of the travel retail industry (though, disappointly in our view, none from any Indian travel retailer or airport -Ed) and messages of support from leading companies. You can view the first of these below. Look out for more messages of support in coming days, including one from our new line extension, The Moodie Davitt ‘Roarport’.
Wild Tiger is seeking additional sponsors, with all funds going straight to the Wild Tiger Foundation. To support this great initiative please email Gautom Menon at email@example.com
[Dubai Duty Free Executive Vice Chairman and CEO Colm McLoughlin]
[Harding Retail Managing Director James Prescott]
[The team from Concourse Display Management]
[Skross Corporate Communications Manager Pia Kautz]
[Click on the icon to listen to Gautom Menon and Brand Creative Head Paul George talk about their Cannes-do, rum-tastic attitude and how The Moodie Davitt Report plans to catch a tiger by the (journalistic) tale.]
Gautom Menon said, “Anyone can do a road trip, but we are doing a roar trip, true to the brand Wild Tiger. We want to raise funds for tiger conservation through our own fund, Wild Tiger Foundation. We have our own ‘Trinity’ – tiger conservation is number one on our agenda; but we also want to talk about responsible drinking because we are a spirits company; and we want to raise awareness of the duty free industry.
“We will often drive 600-700k a day, averaging around 9-10 hours of daily driving. We’re tremendously excited and we couldn’t find a better partner than The Moodie Davitt Report to maximise media coverage.”
ABOUT WILD TIGER RUM
Kerala-based Wild Tiger is India’s first rum to be produced from a blend of molasses and cane spirit. The rum’s velvet tiger print stripe packaging reflects the fact that no two tigers share the same stripe pattern – so the stripe design of the sleeve has been designed and cut to ensure that no two bottles are alike.
Wild Tiger made its Indian travel retail debut in February 2016 and is now available in 53 countries.
*ABOUT WILD TIGER FOUNDATION (WTF)
Wild Tiger Foundation is a CSR initiative by Wild Tiger Rum, which contributes 10% of its profits to the cause. It is a registered non-profit organisation headquartered in Coimbatore, Tamil Nadu, India that focuses on the conservation of the tiger and its habitat by raising funds and creating awareness. It was founded in 2015 by drinks entrepreneur Gautom Menon and Coimbatore-based businessman Suprej Venkat.
The primary focus is the conservation of tigers and their habitats within the state of Kerala, Karnataka and Tamil Nadu, specifically Parambikulam Tiger Reserve in Kerala and Sathyamangalam Tiger Reserve in Tamil Nadu. Wild Tiger Foundation acts as an influencer and an enabler.
India had around 100,000 tigers in the mid-19th century. Today it has around 2,200, underlining the urgency of the conservation cause.